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A Practical Work for Advertising Writers and Business 

Men, with Instruction on Planning, Preparing, 

Placing and Managing Modern Publicity 






Copyright, 1905 


Entered at Stalionerii Hall, LoniJoD 



By Way of Introduction. 

URING my professional career as an advertising expert, covering more than fifteen 
years, including nearly five as an instructor through the Powell Correspondence System, 
I have had the widest opportunity for noting some of the most marvelous advertising 

' successes, together with the more numerous heartrending failures, and this book will 

give its readers the benefit so far as a book can. 

It has been estimated that over sixty, some say seventy, per cent, of all advertising is 
practically so much money wasted, simply because of the dense ignorance of the vast majority of 
business men, when it comes to profitable publicity. 

In any event, however, there is not a shadow of doubt that millions of dollars are yearly 
dissipated in advertising with no more practical return than would result from dumping these vast 
sums of good American money into a giant bon-fire. 

Many of the most successful advertisers — men who have accumulated vast fortunes by doing 
the right thing most of the time — emphatically declare that advertising is a gamble, even under 
the most favorable conditions. 

They do not mean, of course, that it is doubtful as to the real efficacy of the right sort of 
advertising, but that practically every advertiser is apt to commit a serious blunder now and then, 
and that it is tar from being an exact science. 

Without argument at this time, I will only say that the errors in judgment into which a 
thoroughly experienced advertiser will plunge will be those which no human expertness can avoid, 
since they must result from contact with unseen and unavoidable stumbling blocks. 

These obstructions to continual success are to be located in the mysteries of periodical circu- 
lation, which may deceive any man, in National or local events which for the time being kill 
reading interest, and in the fickleness of human nature. 

As for certainty, I do know that with ability to prepare good advertising copy, plus sufficient 
business judgment, failures will be few and far between — and no more frequent than in any other 
business walk. 

Of course, the shore of the stream is strewn with wrecks from every line of endeavor, and 
mortal man will never be wholly immune from error and self-deception. The biggest winners 
may make failures, based on a more glaring disregard of fact and reason than any financially weak 
advertiser would be guilty of — but greater successes hide all discredit, while the one slight mis-step 
of a weak beginner may end in blasted hopes and public contempt. 

How important, therefore, that a practical advertising knowledge be obtained by those who 
aspire to greater business achievement and wealth — by those who are now circumscribed simply 
because they are ignorant as to the forward and backward movements of the advertising lever that 
opens and shuts financial valves at just the right time and puts the pressure where it belongs, and 
without an appreciable loss of power. To pry into the workings, therefore, has been my task. 

In the preparation of this work I have not once lost sight of the practical side, and in con- 
sequence I feel sure that there isn't a dry page from cover to cover. I have taken up the 
advertising problem along lines wholly different from those employed by others, and with what 
success, I leave to others to say. 

My only regret is that I could not, try as I would, reduce the size of the book, both in the 
dimension of the pages and their number, but that finely adjusted balance between too much and 
too little seemed to halt at the last folio of this work, and I feel sure every business man and 
advertising student will agree that Powell's Practical Advertiser is altogether the greatest guide 
and elbow book imaginable. 

March i, 1905. 

What Advertising Has Accomplished 

One cannot investigate the marvelous growth of advertising without arriving at one conclus- 
ion, namely — that it pays thousands of advertisers. 

No other reasoning is possible, since they would not continue to spend the enormous sums 
of money entailed, unless there was a resulting profit. , u-ij 

A firm of active young men started a retail drug store in the basement of a New York build- 
ing, and in a few months had an established trade that was the envy of many an older concern. 
The show window was always full of attractions ; fresh window cards compelled the attention of the 
regular passer-by, who soon learned that he or she could profit by the brief injunctions. 1 he 
firms ad's were always brief, but chatty, and worth the minute or two spent m their perusal. 
These bright fellows simply kept interest hot and they are to-day, about six years after establish- 

ing, more than well off. . . 

A young bank clerk in Rochester, N. Y., invented a new scheme in the shape of a practical 
amateur camera, and from small beginnings he has built up a mighty industry. Every time you 
see an ad. for the Kodak, upon which fortunes have been expended for publicity, just remember 
that George Eastman would never have been worth his millions without the constant expenditure 
of thousands of dollars for telling picture lovers about the superiority of the little machine which 
really was responsible for the revolution in camera construction. 

Naturally advertising without intelligent business co-operation must be dissipated and wasted; 
but the man who will bank entirely on a given quantity of newspaper, magazine or other form of 
publicity, and without either skill in the preparation of copy or nervous energy enough to find out 
something about the drift of events and competition, and who makes no effort to guide his period- 
ical space somewhat in accordance with results, deserves no sympathy. 

Advertising has built in a few months a host of paying mail order businesses, and it behooves 
the new comer to find out the principles that make success possible. 

Advertising has turned a 20 per cent, profit on medicines and specialties inside of sixty days, 
and it has likewise created established businesses for wide-awake, hustling store keepers all over 
the country, instead of compelling them to wait years. Business sense plus knowing WHAi 
to advertise have naturally had something to do with it. 

The manufacturers of a trade-marked shoe for women, at the urgent suggestion of their wide- 
awake salesmen, who found such chilly receptions among dealers, began advertising in the Ladies 
Home Journal of September, 1903, using a four-inch copy for four months. A good catalogue 
was also mailed to a very large list of dealers throughout the country. The second cover of the 
catalogue had the four-inch ad. reproduced, with the timely admonition that it would be read m a 
million homes. To-day these manufacturers are considering plans for a larger factory. _ 

The day has practically passed when a business policy can be maintained on "letting well 
enough alone." Investigate the causes of many failures, and you will too often find that aggressive 
advertising competitors got their " established " businesses away. 

The most difl^cult form of advertising is, perhaps, for some staple, whose superior merits call 
for constant reiteration for a long time before the public wake up and purchase in sufficient quan- 
tity to make the enterprise a great winner. 

But modern methods and skill have rendered it practically unnecessary to squander fortunes 
in advertising before even paying expenses, and as merchants and manufacturers continue to learn 
more and more about the great basic principles which make advertising success possible, we may 
expect still greater marvelous achievements all along the line. 

And in this connection it will be well to bear in mind that in countless instances advertising 
has paid from 10 to 100 per cent. PER MONTH in net profits. Anything short of a Kim- 
berly mining claim seems uninteresting in comparison. 

Types and Their Use 

Enormous Strides in Type Founding, Study of Effects, 
Origin of Point System, Measurements and Scales. 

Since the days of Gutenberg, Faust and SchoefFer, the three men credited by history with 
being responsible for the early development of the movable type about 1436, the art of type 
founding has been revolutionized many times. 

From the days of hand moulds to the era of casting machines operated by the hand wheel is 
a long span ; but from the latter to the perfected power machine of 1905, is a mere step. Within 
ten years, though, the entire operation of the type casting machine has become almost human in 
its action, and in its present state it will doubtless remain for all time, with possible minor 
alterations to suit conditions not yet born. 

The perfection of this machine has had a wonderful effect on printing and advertising, because 
it has reduced foundry cost to a minimum and made possible the bringing out of a hundred new 
styles of type as against one in the old days. 

But the perfected type caster cannot alone share all the glory of enabling founders to add 
greater quantities of new styles. The process of making the matrix by machinery has been 
perfected, so that time, expense and tedious delay have been reduced in a marvelous degree. 

A dozen or more years ago the matrix could only be produced after all the letters and 
characters had first been cut on so many separate steel punches. To-day an entire series is cut by 
machinery in a twentieth of the time formerly required. While the cost of type to the printer has 
not been materially reduced, yet the founders have broadened their policy and gone to enormous 
added expense in bringing out hundreds of new styles — a constant stream of beautiful effects that 
are the wonder and admiration of advertisers and lovers of art. 

The life of a new style of type, too, is often problematical, since only " standard " faces can 
be sure of permanency. Often a new series will be short lived, and the sales almost fail to meet 
the expense necessary to bring it out. 

To-day the very best artists in the world are sought, and it is nothing uncommon for one of 
these world celebrities to receive I3000 for merely designing one complete alphabet of a brand 
new type style I 

With all this great work on the part of artists and type founders there now seems no reason 
or excuse for the printer getting along with old selections, or in the advertiser letting him do so. 

Proper typography is a most important part of advertising, and were it better understood 
there would be less advertising failures by fifty per cent., at least. 

A Study of Type Effects. 

The first thing to understand is that no printer or advertising man in the world knows about, 
or ever saw, a hundredth of the type styles, that have been produced up to date. 

More than that, it isn't necessary. Memorizing names is about as useless as committing all 
the words in the dictionary. 

The new ad. writer merely gets posted on the late, up-to-date, and the more common 
standard types. The type founders will continue to turn out new creations in bewildering 
confusion, and their specimen sheets can be procured at any time. 

I have reproduced herewith certain standard specimens of type, together with some of the 
very latest art creations, which are more, even, than is necessary for the study of type. 



Remember, too, that each ad. writer has his own favorite styles, and if possible he will stick 
to them. A large selection is wholly unnecessary, since many styles are so nearly alike that it 
would be folly to attempt to use everything. 

Very few styles, therefore, need be relied on at one time. 

The ad. writer will need to know that certain classes of types are indispensable, and I 
therefore suggest the following : 

Old Style Roman. — The best all-round type for text matter, Caslon, the name of the style 
in which this text is printed, is good for books, yet it takes more space for small ads. than some 
other Old Styles. It is pretty safe, however, to mark your copy " O. S. Roman" for the text, 
giving size if necessary, and trusting to the printer having a proper Old Style, as he is pretty sure 
to have. Each founder makes from four to ten different Old Styles, which only vary to a 
limited extent. The body of this book is 12 point Caslon made by the American Type Founders 
Co., while in the specimen pages following it will be noted that the 12 point Caslon of the Inland 
Type Foundry has a slightly larger face on same body. One founder — I don't know which one — 
is sure it adheres to the old Caslon standard, while the other departs from it. 

Unfortunately for exactness, William Caslon's period of usefulness was in force about 1693, 
so we can't prove anything by him. Incidentally, it will be well to note that types are named after 
distinguished men who have at one time or another been leaders in type making and printing. 
All the names of "ye olde" masters of by-gone days have been honored, and there not being 
enough new men worthy of enduring type-name honors, it has become necessary to give such 
modern titles as Roycroft, Cheltenham, Avil, Charter Oak, etc. 

Modified Old Style. — A good type like Avil or Cheltenham is a sort of compromise between 
the regular Old Style Roman and what printers call a "job letter," which is nothing more nor less 
than a display face, as represented by the more rugged Roycroft, etc. 

Many ad. writers have their text matter set in these heavy job types, and as a result the 
appearance is clumsy and black. Avil and Cheltenham are fully as heavy as any text matter 
needs, except in street car cards, etc., when a 48 or 60 point heavy faced type in lower case will 
be all right. 

But in advertisement text use the Old Style Romans, Avil, etc. 

Display Job Faces. — I am an apostle of exceedingly limited display, because it looks 
better, and the contrast is sharper and more readable than is possible where every other line is 

The reader will observe that the best department store ads. now use as a rule only one style 
of display, although several sizes of the series may be utilized. The point to remember is this: 
With a good Old Style Roman for text matter or even Modern Roman if preferred for daily 
papers, and say Winchell or Condensed Winchell for the displays, the ad. writer need not call on 
the printer for another style. 

Very simple, isn't it .'' and not only this, but remember that when a newspaper seems to he 
using Winchell to death in much of its customers' advertisements, then it is about time to insist 
on something that everybody else hasn't used — Powell, Ben Franklin, Roycroft, or one of the 
new styles that are constantly coming out, and which are just as suitable. 

The Emphasis of Typographical Effects. 

I take very little stock in modern deductions that have to do with so-called scientific 
explanations for certain ads. being winners while others are losers. 

A great deal has been published about the " psychology " of advertising, and while some of 
its reasonings seem consistent, yet other explanations are more nearly correct, besides being 
simpler and more readily understood. 

In another part of this work 1 shall discuss more fully this matter, and I merely allude to it 


here, as having a slight bearing on the point. I now wish to take up the importance of typog- 
raphy in making an ad. conspicuous among its fellows by contrast. 

Every well displayed line that stands out alone and says something of interest is mighty 
useful in attracting the reader's attention. 

Every striking border that is used with good effect adds wonderfully to the possibility of 
being seen. 

Therefore, a careful study of typographical possibilities is of paramount importance, since 
half the pulling power of a transient or occasional ad. may depend on just how inviting the 
announcement appears. 

The ad. writer should study the various type and border specimens, and numerous talks with 
his printer will be of value. Often the latter will have something new, and if progressive he can 
be induced to buy new faces. 

When a new and desirable type is bought, make use of it before it becomes ancient history. 

Remember that your advertising, both ads. and printed literature, is likely to be seen by 
possible customers, who are also interested in new effects. I recall that my first new border 
design that I used in magazine ads. was so unique that business men and advertisers all over the 
country had their printers trying to buy it, but only one type founder could supply the informa- 
tion because I had a private matrix made for my exclusive use at an expense of about J50.00, and 
no one else could buy this particular border. 

The emphasis of this typographical effect was marked, and especially as at that time borders 
were seldom used, and what did exist were of the most inconspicuous sort. 

Certain department stores have had type of original design made for their exclusive use, and 
it shows the value properly placed on exclusiveness. 

An important advertiser in almost any city can induce the daily papers to buy type for his 
exclusive use, or if not wholly, he can at least have it exclusive so far as competitors or other 
large advertisers are concerned. 

The main thing, however, is to first attain typographical perfection and then have as few 
other ads. as possible set in the same styles. 

The small advertiser can often afford to buy for his own use one or two new styles with the 
understanding that they are to be used on no other ad. Say you run a five-inch single column 
ad. and want the text set in 12 point Avil, with the display in 24 point Avil, using a three line 
paragraph set in the latter, which gives an exceedingly simple, chaste effect. The cost of these 
two sizes in sufficient quantity would not exceed 1 10.00 and think what you would get, especially 
if you ran an outline illustration over the paragraph in 24 point. 

Avil above 10 point is a splendid letter for text in ads., but it is rather too ornate below this 
size. Cheltenham or regular Old Style Roman in 6 or 8 point will be much more effective. 

These expressions on exclusiveness are not so pertinent in National or Magazine Adver- 
tising, because for their use the advertiser usually has an artist make some new monthly or weekly 
design, for the purpose of having a plate or engraving that is beyond imitation or duplication by 

In printed literature, exclusiveness in type is of less importance, because good composition, 
good paper and good press work result in a product that will secure the recipient's attention. 

The printers of America are progressing, and many of them are conducting veritable art 
shops, and employing printers of marked ability, but they are in a vast minority, and advertisers 
owe it to themselves to insist on modern effects. 

One of the most famous type founders in the country recently said to me, " We are paying 
out big money every month getting up high class effects in printed specimens of our new styles, 
simply for educating the printers. The great majority of them seem be as destitute of ideas as 
they were a dozen years ago." 



Therefore, the ad. writer and advertiser must lay out the plans for effective advertising, just 
as the architect must plan the home, if striking effects are wanted. 

And lastly, under this head, I will again remind ad. writers that the type founders, whose 
productions are herewith shown, will from time to time be glad to send them new specimen sheets. 

Origin of the Point System. 

While no particular reason attaches to the name a type series may have — it being given 
simply as a person or a street Is given a name to distinguish it from others — yet the sizes such as 
lo point, 12 point, etc., do possess characteristics that the ad. writer should know about. 

For one thing this knowledge will set the mind at rest as to "what it all means," and for 
another thing it will show how type making has at last reached a scientific standard. 

First closely examine the table below, which gives the names of the old bodies and their new 
designation by points : 

The American Point System. 





nt Brilliant. 








Long Primer. 

Small Pica. 


Point. . . 

. . . Pica. 


Point.. . 

. . . 5-line Nonpareil. 

' + 

" . . . 

. . . English or 2-line Minion 


. . . 4-line Brevier. 


" . . . 

. . . 3-line Pearl. 


. . . 3 -line Great Primer 


t ( 

. . . 2-line Brevier. 


. . . 2-line Paragon. 



. . . Great Primer. 


. . . 7-line Nonpareil. 


" . . . 

. , .Paragon or 2 -line 



. . . 4-line Small Pica. 



. . . 4-line Pica. 


" . . . 

. . . 2-line Small Pica. 


. . . 9-line Nonpareil. 


" . . . 

. . . 2-line Pica. 


. . . 5 -line Pica. 


" . . . 

. . . 2-line English. 


. . . 6-line Pica. 

Just what connection the old names for sizes had is not clear, but a more important feature 
IS the fact that in the old days the various type founders, although using the same designations 
from Brilliant up, did not make type of a uniform standard body. 

This slight variation caused printers much trouble and annoyance, where two or more 
different products were combined in composition. The Boston Type Foundry, for example, did 
not agree with the Dickinson Foundry, a Pica body of the former being fuller than that of the 
latter. Compositors were, therefore, obliged to build up with thin card board or paper strips so 
the matter could be locked up securely for the press. 

Many conferences between the various type founders in all parts of the country — practically 
all varying in most of the body standards — accomplished little. Each claimed that his standard 
was the real thing, and therefore he couldn't change, but was perfectly willing that the others 
should adopt his scale. 

^9 ^9 ^9 

p B B H ^ ^ ^9 

The above shows the actual depth of the principal tvpe bodies. The nicks are for the printer's guidance in type setting — 
they always face out when properly composed. The variations in number of nicks are merely to show at a glance type of same 
size, but belonging to different styles. The "shoulders" show by the octagonal cut-offs. 



There was no real reason for any such self-congratulation, since not one of these worthies had 
any scientific standard at all. Great Primer was about a stiff cardboard shy of three Nonpareils, 
so the compositor couldn't set even one founder's type without more or less patching of the 
combined larger sizes. 

One day after the great Chicago fire had laid in ruins the founders' plants, Marder, Luse & 
Co. then determined to begin all over by creating a " Multiple Standard," whereby the glaring 
inaccuracies would be overcome. Great Primer was made larger— an exact 3-line Nonpareil. In 
fact every size, practically, was carefully graded on this plan. 

It was several years after this, however, before the other founders got together and finally 
adopted the present Point System. Marder, Luse & Co. had in reality done this, although 
adhering to the old size names. 

To-day, the Point System is supreme and a fixture. As to the basis of point science, ir 
probably has no more significance than the fact that a beginning must be made somewhere and 
Pica, the famous old size, was selected for the making of unit points. 

The new system was not absolutely perfect in theory though, since from time immemorial 
the basis of the advertising measure has been " fourteen Agate lines to the inch." With 72 pomts 
for I inch (6 Pica or 12 Nonpareil lines), and the old Agate being converted into 5>^ point, it is 
evident that to-day fourteen lines of the latter equal 77 points, or five points more than one inch. 
This really does not affect the science and utility of the present Point System, yet it does 
mean that the Newspaper using the Modern Agate, now called sH poi^t, and calling fourteen 
such lines one inch, will give slightly more than one full inch of space. 

Of course, all this has to do only with depth of body, and in measuring down the column, 
line by line. The width of a column is not involved. 

5i< point type (old agate) is used by most daily papers for classified ads, viz.: 

With the regular display advertising, not "classified," 
fourteen divisions to the inch is the rule. An ad. occu- 
pying one inch is, therefore, charged $14.00 if the rate 
is $1.00 per line; $28.00 for a two-inch ad. at the same 
rate, etc. 

The publishers' advertising rules of fourteen lines to the 

inch for measuring regular display or general advertising, must 

necessarily ignore fourteen lines of the new 5I3 point agate. 

Since "classified" advertising is charged so much per "count" agate line, it follows that the 

point system gives the classified advertiser a fraction over the inch. Count lines mean the lines 

are counted line for line and not measured. See classified ad. above, and note that the fourteen 

lines are more than one inch deep. 

A Look at Type Anatomy. 

A mere glance at this illustration will make the whole thing clear. A 
type may be marked 72 point, and yet the student may be confused because 
the face of the letters seems to be less. The mistake is in thinking that the 
face of the type shows the full size, but the number of points refers only to 
the type body as a whole, and not merely the printing face. 

Note in the word " Hyloj " herewith illustrated that the lower case " y " 
projects downward below the bottom of the cap "H." This compels the 
latter letter to occupy less than the full depth of the type body as shown ; 
therefore, where there is lower case with caps in any series the face of most of the caps will not 
show the' full point body— and the point size refers only to the body on which the printing face 
is cast. 

FAMILY leaving city must sell this week, re- 
gardless of price, magnificent *57o Wheeler up- 
right cabinet grand Piano, in perfect condition, 
as new la^t November : beautiful carved ma- 
hogany case, without mar or blemish ; very sweet 
tone and sympathetic action; student's practice 
inuftler ; ali latest improvements ; fully warranted 
f'<r ten years by maker: must be seen to be ap- 
i.i piano speaks for itself; will sacri- 
fice for less than one-third, *17.5, including stool, 
for quick cash, aa must be sold immediately be- 
fore leaving; a grand chance for any one desiring 
beautiful instrument. Call residence, West 
4.">th, near .Otli av. 


A brief understanding of certain type characteristics may prove of interest, although not of 
any real value, perhaps, as all the ad. writer needs to know, technically, is enough about styles and 
sizes to be able to select suitable display and text type and mark same for the printer's guidance. 

Lon^ Letters, so called, fill the full depth of the body, and are both ascending and descend- 
ing, such as C) and J. 

Short Letters have the face cast on the middle of the body (founders call it the "shank), 
such as a, c, in, n, o, etc. 

Ascending Letters are all the caps of Roman and Italic, and most of the display or job 
styles — ^also the lower case b, d, f, h, i, k, 1, etc. 

Descending Letters are g, p, q and y. 

A Font or Fount means a complete assortment of one size of type; for example, lo point 
Roycroft. This and all display or job types come with a properly apportioned number of each 
letter of the alphabet and punctuation marks or points, and usually figures. 

A Roman series contains the complete characters, many of which are useful only in books, 
etc., where reference marks are needed ; viz.: 

CAPITALS, SMALL CAPITALS, lower case, figures i, 2, 3, etc., punctuation points, the 
comma (,), semi-colon (;), colon (: ), period or full-point (.), interrogation (?) and mark of adrnira- 
tion or exclamation (!), apostrophe ('), brackets [], parenthesis ( ), hyphen (-), dash ( — ). 

The references are the asterisk (*), dagger (f), double dagger ([{;), section (§), parallel (||), 
paragraph (^). Roman type also can be furnished with accented letters, which are seldom used. 

Display or job type does not require more than the regular punctuation points and figures, 
yet modern artists often design new styles with original, though unclassified, characters, such as a 
lower case i with two dots in Winchell, etc. 

The word "font" refers to a display or job assortment of type and a small assortment of 
Roman. The word " fount " alludes to a large assortment of Roman, usually several hundred 
pounds. " Font," however, is the term generally used. 

The Type Measure — 


^ r-> .-H — — « rH « i-i rH fi csi M e* cv c* w M M w CO o3 w CO ic w eo 03 « « ^ ■* -r ■-»■ -^ tt -^ -^ ■* ■»»' »ra 10 w ^ o ifi •« 

The illustration herewith shown needs little explanation. Measure from top of first type 
line to the bottom of last line — always down the column. To find the total lines in a page, find 
the number of lines in one column and then multiply by the number of columns on the page. 

Column Widths. 

The regular, standard newspaper column is 13 ems Pica (12 pt.), or 2'^ inches, in width. 
The Saturday Evening Post, Ladies' Home Journal, Leslie's Weekly and many of the National 
weeklies are 131^ ems Pica (12 point) or 2'^ inches in width. Magazine columns are generally 
16 ems Pica (12 point) or 2 5^ inches in width. 

Ad. writers will note that there is no single standard width, each publication adopting what- 
ever suits its own notion. 

In making Electrotypes of ads. intended for many publications, as is customary with large 
National advertisers, it is considered best to divide widths into classes as follows : Daily and 
country weekly papers should have ads. set about 2^4 inches wide, as a few publishers use a 
narrower measure than this; for double column ads. in this class, 4':^^ inches wide will be safe. 
National publications of the Saturday Evening Post class usually have wider columns than dailies 
and ordinary weeklies, and the copy furnished is generally different. Of course, the narrower 
measure can be run in the Post class, but if the space used is of respectable size, it is best to 



prepare especially. Double column Post standard is about 4^^ inches in width. Magazines are 
practically all alike — 2-)^ single column width and 5 '2 inches for full page width of two columns. 
Certain publications may at times call for special widths. 

It seems hardly necessary to say that the reason why the double column width is greater 
proportionately than the single, is owing to the fact that a column rule or blank space divides the 
two columns, and consequently this is included in the wider measure. 

The Meaning of "Ems Pica." 

A Pica (12 point) "Em" represents a square of this size body, and if a measure is 13 ems 
it, of course, means that thirteen of these just fill one line. The square "Em quad" or blank 
type is the standard, and not the space of the capital M, as is often supposed. Many a capital M 
is not on a square body, as is the case in Roman type, but the name " M quad" was given because 
the capital Roman "M" was almost square. 

The ad. writer should note that a column width may be 13 ems Pica, but alone it has no 
particular significance. For example, suppose 8-point Roman is being set 13 ems Pica (12 point) 
wide. Now there would be a greater number of 8 point ems than 13 — in fact i()%. 

Practically nothing is to be gained in giving here elaborate tables of use only to the printer. 
Certain facts, however, will be instructive. 

While the advertiser who wants to estimate the cost of a book or pamphlet will save himself 
much worry by submitting his work to one or more printers for " estimates," yet some idea as to 
the basis of figuring may prove interesting. There is, however, no sense in wasting time getting 
up these estimates yourself, when a pretty complete business-printing education gained through 
years of experience is necessary. 

Two or more printers will never fail to protect you on price. Competition is too keen, and 
besides, after all, they make prices — not you. 

Cost of "Straight" Composition Without Display. 

Advertisements and regular display type composition are not subject to any set scale ot prices. 
Besides publishers naturally charge nothing for putting their advertisers' announcements in type. 
But in book work the printer generally charges the straight composition, or text matter, at so much 
"per 1,000 ems" of the body of the type used. 

The following table gives the number of ems in the various sizes of type, on a basis of 13 
ems Pica (12 point) width. Printers charge from 50c. to 70c. per 1,000 ems of plain type 

Table of Estimates. 

Showing the number of ems of the different sizes of newspaper type in a line, the number of lines necessary to make 1,000 
ems, and the length in inches ; the number ot ems in the regular lengths of columns, and the number of leads required. There 
are 66 13 -em 2 -point leads in one pound. 

Estimated on Width of Standard Column, 13 Ems Pica. 

5>^ Point. 

6 Point. 

7 Point. 

8 Point. 

9 Point. 

10 Point. 


3 5 ''3 


22 1/ 






Number lines in 1,000 ems 




Number inches in 1,000 ems .... 

4-CoIumn Folio or Quarto-j { 
5-Column Folio or Quarto' Number ems) 







6-Coluinn Folio or Quarto ( in column 
7-Column Folio or Quarto) 













8-Column Folio, number ems in column 







9-Column Folio, number ems in column 







2-Point Leads in 1,000 ems of leaded matter 







Weight of 2-Point Leads in 1,000 ems of leaded matter ' 6 oz. 

7 oz. 

8/ oz. 

10 oz. 

II ^4 oz. 

13 oz. 

Weight of 2-Point Leads needed to lead 1,000 ems of 

solid matter iyi oz. 

9/ oz- 

11 oz. 

I zyi oz. 

14 oz. 

16 oz. 




rds to 


ds to 





iS Point, solid . . 


9 Point, leaded . 


14. Point, solid . 

1 1 

8 Point, solid . . 


11 Point, solid . . 


8 Point, leaded . . 


12 Point, leaded . 

1 1 

7 Point, solid . 


1 1 Point, solid . . 


7 Point, leaded . 


1 1 Point, leaded . 


6 Point, solid . 


10 Point, solid . . 


6 Point, leaded . 


10 Point, leaded • 


5 Point, solid . 


9 Point, solid . 


5 Point, leaded . . 


" Leaded," as here 


means an opening of 


with 2-point leads. 

Number of Words Required to Fill Given Space. 

Ad. writers are often puzzled to decide how much can be written and got into a certain 
amount of type space. 

The best way is to get at the approximate number of square inches to be allotted to the body 
or text, and then a glance at the following table will practically settle the matter. 

This applies only to regular Roman body matter, and not to heavier-faced type like Chelten- 
ham or other styles of varying thickness. In estimating on the latter it is always safe to count 
the number of words in a square inch. 

Number of Words, Approximately, Per Square Inch. 

In determining the square inches, no absolute ex- 
actness is necessary. Often a fractional part of an 
inch may bother, especially where the space is com- 
paratively small, and in such case always underestimate 
rather than write too much. The table just given is 
based on matter calling for a limited number of para- 
graphs. In matter like the chatty style where there 
is much paragraphing it is safe to deduct from 10 to 
25 per cent, of the wording so as to not be under the 
necessity of re-writing copy after it is once in type. 
Booklet and other work generally require some additional matter being written, if the rule of 
not over-writing is observed. This is also no uncommon occurrence in large ads., and the largest 
department stores generally have their own composing room, so that their large copy goes to the 
several newspapers complete, and it is often given them so late that there is no time left for 
" fixing." 

Of course display composition cannot be figured except by general average, which is com- 
paratively easy, at so much per hour — say 60c. 

How to Ascertain the Quantity of Body Type Required. 

To ascertain the quantity of plain type required for any class of composition — newspapers, 
magazines or other work, find the number of square inches to be filled, and divide the same by 4, 
and the quotient will be the approximate weight in pounds. As it is impossible to set the cases 
of type entirely clear — or "skin it" — it is advisable to allow from 25 per cent, to large fonts, and 
even more to small ones, for "dead matter." 

For example: 72 square inches of space require 18 lbs. of body type, any size, to fill. 
When sold by the pound nothing less than 25 lbs. is put up at the pound price, and this would 
be more than ample for the 72 square inches. As most ad. work has much paragraphing, it is 
safe to figure without much extra allowance. One-fourth of the total square inches is, therefore, 
a good net basis. 

About Estimates. 

As stated, publishers charge nothing extra for putting ads. in type, and in booklet and job 
work the printer figures prices to include composition, press work, binding, etc., therefore the 
table of estimates, price of composition, etc., are hardly practical from the ad. writer's standpoint, 
but as many are anxious for these details, I have included them herewith. 

My advice to the ad. writer is to get the printer to do all figuring. A booklet dummy, for 
example, can show the cut arrangement, table or rule work, etc., which is not to be plain 



Price List of Type. 

Advertisers who desire their advertisements set up in exclusive type may not always be able 
to get the publisher to buy a certain style for their sole use. In this event, it may be well to buy 

the type. For example, a druggist may be using a six- 
inch single column space, and want the body or text, 
occupying say four inches, to be set in 12 point Avil. 
A small regular font, or possibly two fonts, may be 
ample, but if the text space is more — 60 or 70 inches — 
then the type should be purchased in quantity by the 
pound. The accompanying table gives the price, 
although it may change from time to time. 

Sizes larger than 30 point, minimum quantity, 50 

In quantities of 1 00 pounds and over, job type 
and job type figures are sold at reduced prices. 

The cost of Roman type is less per pound, as follows : 

Price List of Roman Body Type and Spaces. 

Price List of Job Display Type of One 

Body and Face, Ordered at One Time, 

In Fonts of 23 and 50 Pounds, 

Per Pound : 

5-Point, .... $1 80 

14-Point, .... $0.62 

5 !4-Point, 


i6-Point, . 


6-Point, . 

I 16 

iS-Point, . 


7-Point, . 

1 .00 

20- Point, . 


8-Point, . 


24- Point, . 


9-Point, . 


30-Point, . 


10-Po'mt, . 

• 74 

36-Point, . 


ii-Point, . 


42-Point, . 


i2-Point, . 


Larger, . . 



5 -Point . 

5 >:.^ -Point 
6-Point . 
7-Point . 
8 -Point . 


25 pounds 

500 pounds 



• ;6 

500 pounds 

1000 pound; 



J 000 

pounds and 






1 I -Point 

I 2. Point 

14-Pt. to 24-Pt. inclusive 

25 pounds 

500 pounds 




pounds arid 
















30 Point and larger, at Job-type prices. 

Spaces and quads for all sizes larger than 24 Point, 40 cents per pound. 

Special prices on quantities of 2000 pounds and over. 

Roman and German body type is put up in fonts of 25 pounds, and multiples of 25 pounds. 

Italics and some specially condensed faces cost even more. Founders will quote on request. 

Table of Standard Sizes of Newspapers. 

The following are the regular sizes of newspapers adopted by the au.xiliary or " patent inside" printers. The width of 
column is 13 ems 12-Point. 

7 -Column 

Folio . 

Folio . 



Folio . 





Size of Paper. 

20 X 26 inches 
22 X 31 inches 
24 X 35 inches 
26 X 40 inches 
28 X 44 inches 
22x31 inches 
26 X 40 inches 
30 X 44 inches 
35 X 48 inches 

Column Rule. 






2 13/ 


The column rule, multiplied by 14 lines per inch, gives number of lines per column. 

Cyclopedia of Advertising 
and Printing Technique. 

Useful to Those Who Want to Know the Little Details, 
:^:= Whether Important or Otherwise. 

Ad. or Adv. — .Advertisement. 

Ascending Letters — Letters ascending into the upper 
shoulder, viz.: b, d, 1, etc. 

Advertising Agent — Often called "broker." One 
who places advertising contracts with the publisher. He is 
a sort of a middle man who brings advertisers and publishers 
together, and is allowed a commission by publishers, varying 
from lo to 25 per cent. 

Large publishers will allow no commission to anv agent 
who is not "recognized" by a publishers' association, or 
who does not have at least three clients' advertising to care 
for. Some large advertising agents employ many ad. writers 
for the benefit of their patrons. 

Advertising Solicitor — One who canvasses for a pub- 
lisher or advertising agency. He or she is paid either a 
stated salary or commission. The solicitor of a representative 
agency generally gets about one-third the profit charged 
customers — 5 per cent, where the agency does business on a 
1 5 per cent, basis, etc. 

Advertising Manager — One who is employed to write, 
place and manage the publicity of the large advertiser. This 
term also applies to those who have charge of the advertising 
solicitors of a publication, and of all details, such as cor- 
respondence, rate making, etc. 

Bastard Type — Type with a face larger or smaller than 
its regular body ; as 5 point on 8 point bodv, or vice versa. 

Break Line — -A short line that doesn't fill full width of 

Blank Space — Usually refers to the white space between 
display lines, cuts, etc. The printer arranges it without 
instruction, unless the ad. writer wishes to produce some 
particular efl^ect by an abnormal use of blank or white space, 
in which case he gives explicit directions by arrangement on 
his "lay out." See " White Line." 

Brass Rule — Thin strips of brass, type high, having 
single, wave or double lines cut on the face. Fancy effects, 
like a border, are also occasionally produced. 

Booklet — Applied to small pamphlets with paper covers. 
.Often a modified catalogue. See " Primer." 

Body Type — Applied to type used for the te.vt of an 
ad., such as Roman, either Old Stvle or Modern. Chelten- 
ham, Avil, etc., are also called body type when used for 
that purpose. 

Cancelled Figures — Figures cast with a line across the 

Casting Off — Estimating how manv pages a certain 
amount of copy will make in tvpe. 

Clean Proof — One with few errors. 

Close Matter — Mostly solid matter with few break lines. 

Corrections — The alterations or errors marked on a proof. 

Cut-in Letter — A larger type than the body type, 
usually an initial letter, adjusted at beginning of the first 
par.igraph of a chapter. 


Coated Book — The finest finished paper for half-tone or 
very high grade printing. 

Cut-in Note — A note of one or more lines, generally 
set smaller than the text matter, and justified into the side of 
a page. 

Column Width — Applies in general to column width. 
As there are several widths, this term means little, each pub- 
lisher setting the ads. according to his measure. 

Chase— An iron frame, less than type high, in which 
forms of type are locked before printing, electrotyping, etc. 
See " Imposing." 

Change of Copy — New copy to replace old ad. 

Caps — Capital letters. 

Circulation — Relates to the number of copies of the 
publication that are printed and circulated. Where news 
dealers are privileged to return unsold magazines, papers, 
etc., they must be deducted before an honest statement can 
be given. 

Caption — The display or title proper belonging to an 
illustration or text. 

Card — Refers to small ads. that have little, if anything, 
save name, business and address of some professional man, 
who may be bound by certain ethics to nothing more — 
phvsicians for example ; also refers to street car cards, con- 
taining ads. See *' Mailing Card." 

Composition — The setting of type into words, and 
arranging the same into lines. Printers' ink rollers also are 
made from a glue, molasses and glycerine "composition." 

Cut — An illustration of any kind. 

Catch Line — Not displav as is sometimes thought, but 
words which connect two larger displav hnes, viz. : Grand 
Picnic "of the" Home Guard. See "Display." 

Composing Stick — A steel instrument for type setting. 

Catch Phrase — .A term applied to catchv words that 
have a happy connection with a title, viz. : Kodak Cameras 
— "You press the button, we do the rest." This is prob- 
ably the most famous catch prase ever coined. Other good 

ones, Victor Bicyles "make the pace;" Van Houten's 
Cocoa, "best and goes farthest." 

D— Daily. 

Descending Letters — Letters that go down into the 
shoulders of the body ; as g, j, p, etc. 

De\il — Errand boy of a printing office. 

Dead Matter — Set tvpc that is not to be again used. 

Distributing — Returning types to their various boxes. 

Display — Setting copy in job or display faces, such as 
Ben Franklin, Roycroft, etc. Caps of Roman spaced out 
is also sometimes called displaying. 

Drive Out — To force out a word in a line bv extra 
spacing between words. This is sometimes advisable where 
two or three lines have divided words, which show hyphens 
(-) massed together. See " Keep in." 


Dished — A defect in electrotyped plates, or the center 
of a letter being lower than its edges. 

Duodecimo or izmo. — Twelve pages to a form. Also 
refers to half a sheet of book paper, 19x25 inches, folded 
into I 2 leaves or 24 pages. 

Dummy — Applied to a blank booklet or pamphlet, usually 
trimmed the actual size of prospective work. Should be to 
the printer what an architect's plans are to the builder. 
Proofs of all engravings and illustrations should be pasted in, 
and the display heads ought to be pen or pencil lettered to 
indicate approximate location, etc. A dummy is practically 
a book "lay out." See " Lay Out." 

Double Column — Matter set to occupy two single 

Description — That part of an ad. which relates to 
description of goods. 

Double Leaded — Type spaced out between the lines by 
use of two 2-point leads instead of one lead. 
Em — The square body of a type. 
En — Half the dimensions of the " em." 
Even Pace — The 2d, 4th, 6th, or any even-numbered 
page of a book. 

Electro or Electrotype — A duplicate printing plate, 
tvpe high, made by first taking a wax impression of type 
or cut matter which is later treated to a process which pro- 
duces a thin copper film in the wax mould. This film is 
removed from the wax and is called a «' Shell," which is 
filled with a cheap white metal. The printing contact being 
on this reinforced copper surface, it matters little about the 
qualitv of the "filler," which merely gives strength. An 
Electro is distinguished from an original copper plate by the 
fact that the latter is solid copper, while the former shows the 
white metal backing. Good Electrotypes are generally good 
for 50,000 to 100,000 impressions. 

Etching — An engraving made from a sketch by the photo 
process — usually on zinc, although copper gives a finer print- 
ing surface and costs more. Where a plate is to be made 
from a pen-and-ink drawing and a photo or brush drawing, 
one way is to make a zinc etching and a half-tone separately, 
afterwards inserting the latter into the blank space left vacant 
in the etching. A better job, however, is produced by 
making both the etching and half-tone on one copper plate, 
which is called a " combination." See " Half-Tone." 
E. O. D. — Means an ad. is to run every other day. 
E. O. W. — Means every other week. 
Folio — Two pages to a form. Also refers to the running 
numbers of the pages in books. 

Form — The page or type matter when imposed in a 
chase for printing or electrotyping. 

Fat — Poetry and leaded type matter which is rapidly 
set, owing to the large amount of blank space which the 
compositor fills up with quads and spaces. 
Fat Face — Type that is broad stemmed. 
Foot Note — Matter usually set in type smaller than the 
text, and placed at the bottom of the page with a reference 

Flat Rate — Applies to publications having one adver- 
tising rate, without discounts for larger space or long time 

Foul Proof — One with many errors marked in it. 
Foreign Advertising — The ad, of a concern located in 
some place other than the one where the publication is issued. 
Generally understood to be a general advertiser not doing a 
local business. 

Full Face — A tvpe of bolder face than Roman. An 
old series is called " Full Face," which is practically a very 
heavy, black edition of Roman, yet now seldom used, the 
more modern display styles taking its place. 

Font or Fount — A complete assortment of type. 

Galley — A brass or wooden tray, with side and head 
ledges for holding type when composed. The compositor 
"dumps" his composing stick on the galley. 

Galley Proof — A proof taken of the type when on the 
galley, and before it is "made up" into pages or "locked 
up" in the chase for printing. This enables the printer to 
correct errors without loss of time. 

Get In — To set type close. 

Hanging Indention — Where successive lines are set-in 
an " em " or more beyond the first line, just as this 
explanation of the hanging indention is set. I do 
not like this as a rule as well as the regular paragraph. 

Hell — A printing office receptacle, usually an old box, 
into which worn out, battered and broken type and cuts are 

Heading — Refers to the display at head of ad. 

Half-Tone — A plate, usually copper, made from a 
photograph or brush drawing. A half tone can also be 
made from a pen sketch. 

Handling an Account — An advertising agency term, 
referring to doing business for the advertiser. 

Imposing — Arranging and locking up a form of type in a 

Imprint — The name of printer or publisher appended to 
jobs or title pages. Also means name and address of the 
advertiser at bottom of the ad. 

Inferior Letters — Small letters cast near the bottom ot 
the body, as A,b,c, et*^- See " Superior Letters." 

Insert — A printed sheet or sheets inserted between the 
regular pages of a publication or book. Colored inserts fi-om 
two pages up in a magazine are like preferred position on 
account of greater prominence. Publishers quote special 
prices on such advertising. 

Indention — A blank space at beginning of paragraph, 
usually an "em" quad. See "Hanging Indention." 

Introduction — The first text matter in an ad. which is 
couched in a more or less earnest or flowery style to interest 
readers and get them to read the description and other features. 

Justifying — Spacing out lines accurately, so each is 
practically the same width, otherwise the printer could not 
exert an equal locking pressure in the chase. 

Keep In — To crowd in as many words as possible in the 
line, by thin spacing between words. See "Drive Out." 

Leaders — ( ) — Dots or hyphens placed at inter- 
vals of one or more ems to guide the eye across a wide open 
space, usually to figures. 

Leads — Thin strips of metal cast in various thicknesses 
and quad high to separate lines of type. The thickness 
usually used is z point, formerly called " six-to-Pica." 

Lean — Close and solid matter. 
Lean Type — Light, thin-faced type. 
Ligatures or Logotypes — Two or more letters cast on 
the same shank, as ff, fK, s, oe, etc. 

Lower Case — Small letters accompanying caps. Also re- 
fers to a type case in which these letters are kept; "1. c." 
on copy means lower case. 

Lay Out — The "dummy" plan of an ad., which 
shows the printer just the style wanted. 



Matter — Composed type. 

MEASURE--In composition a term that refers to width of 
a column or page. The type measure, however, is not a 
term but an instrument for measuring an ad. "down the 

Make-up — To arrange the lines of matter or ads. into 

Ms. OR Mss. — Manuscript. 

Making Ready — Preparing a form on the press for 

Modern Roman— Roman type a trifle heavier in face 
than "Old Style" and stiffer looking, used chiefly by 
daily, weekly and monthly publications where great 
wear is desirable without regard to appearance. This 
paragraph is set in Modern Roman, and its contrast to 
the Caslon Old Style is marked. 

Mailing Card — These vary in size and are often elabo- 
rately printed in colors. A mailing card may be only a copy 
of an ad. or it may take the form of a series of chattv argu- 
ments set in large Old Style — from 12 to 24 point size, with 
illustrations, etc. 

Nicks — Hollows cast in the front of a tvpe to show the 
compositor how to place it in his stick. Tvpe st^■les differ- 
ing but litde are cast with nicks of different size to facilitate 
distribution and prevent mixing. 

Octavo or 8vo. — Eight pages to a form. Also refers 
to half a sheet of book paper, i g x 25, folded into eight leaves 
or sixteen pages. Other designations of book making are : 
1 8mo for 36 pages; 24mo for 48 pages. Only one side 
of the sheet at a time is printed in fine work. 

Odd Page or Folio — The 1st, 3d and all uneven- 
numbered pages. 

Off Its Feet— When matter does not stand upright, it 
shows halt of the letters only, the other half of the face not 

Old Style Roman — Thus named because type of this 
character is modeled after ideas and styles originated bv the 
old masters of printing hundreds of years ago. Of course, 
the present letters are vastly more perfect in contour and 
symmetry than was possible in the days of Caxton, Caslon, 
Schoeffer and other early founders. No studv of type 
anatomy is complete without noting the graceful tapering of 
Old Style Roman in comparison with Modern Roman. 

Open Matter — Type widely leaded or containing 
numerous break-lines. 

Out — An omission marked in a proof. 

Objectionable Copy — An ad. that comes under a class 
refused by certain publications ; viz., a beer ad. intended for 
the Ladies' Home Journal. 

Pi — Type mixed up promiscuously. 

Point System — The new system of units based on 72 
points to the inch. 

Preferred Position — Special location of ads. where 
more readers are likely to see them. This location may be 
next to reading, a certain cover or other page. By " full 
position" is understood "top of column, next to pure 
reading matter." 

Plates — Refers to process engravings, electrotypes and 
stereotypes for printing. See "Plate Matter." 

Patent Insides and Outsides — Refers to partly printed 
newspapers. Numerous companies in Boston, New York, 
Chicago, and other great cities furnish hundreds of small 
country publishers with any standard size of newspaper from 
a five-column folio (four pages) up to eight columns ; and 
also quarto, or eight-page papers, of from four to six 
columns. The plan is this: these "co-operative" pub- 

lishers in their city plants set up stories, poetrv and an 
interesting assortment ot miscellaneous articles of interest, and 
these they make up and print on the first and fourth pages, 
leaving the second and third pages blank. The country 
publisher who receives this service sets up the local news for 
his two or more pages, and as soon as his weekly or month- 
ly stock of" ready-print" arrives he proceeds to print his 
side. Country publishers pay a low rate for the service, 
which is really better and cheaper than is possible in print- 
ing " all at home." Of course, this only refers to papers 
of comparatively small circulation. The co-operative pub- 
lishers reserve a column or two for ads. which make the low 
rate possible. The New York Newspaper Union is one of 
the leading patent inside publishers. See " Plate Matter." 

Plate Matter — Many publishers object to "ready- 
prints," owing to the tact that a large amount of advertising, 
etc., disarranges the make-up to some extent. Others, too, 
dislike the name of using "patents" and unquestionably 
a weekly of substantial circulation and advertising patronage 
can do better with ready-made plate matter as furnished by 
the American Press Association, New York. This com- 
pany sets up the matter the same as the co-operative pub- 
lishers, but instead of printing, it makes stereotype plates 
and forwards them to publishers at the rate of $1.00 per six 
columns of ordinary matter, each 201,^ inches in length. 
Specially illustrated matter ranges from J 1.50 to gz.oo per 
six columns. These plates are thin, and are to be mounted 
on metal bases which the Association has previously furnished 
to fit any column length. A saw readily cuts the plate 
matter to any size, as frequently the publisher wishes to run 
half a column of plate with the same amount of his own type. 
This service is very complete, and is a big saving in compo- 
sition. The large quantity of matter set up affords almost 
endless selection, and the merchant who issues a store paper 
should bear this in mind. If a local newspaper office does 
his printing, the probability is that the use of this plate 
matter will cost nothing after the publisher has first used it 
in his periodical. As a repetition of old matter is not very 
interesting, my advice is for the advertiser to buv new plates, 
especially of the comic illustrated sort. Specimen pages are 
sent out by the Association. 

Primer — A sort of small booklet designed to instruct the 
reader regarding the elements of superiority of a given 
product. Any article like a lamp chimney, camera, soap or 
other product that has really special points of superiority, 
can derive good from a properly written primer, which 
should be small size, say z J^ or 3 inches wide by 4 or 4]^^ 
inches in depth, and of not more than eight pages set in 
I 2-point Old Style Roman if possible. Illustrations in out- 
line, a strong laid or semi-rough white paper, and a rough 
mustard colored cover with a brief utle in type make a 
good combination. Real information in the "chatty" style 
should be given. The Primer calls for more facts and less 
" hot air," and above all brevity is the thing to strive for. 
Illustrations should only be used to instruct. 

Print Paper — The cheapest kind, and used by most 
daily papers. Wood pulp is the base. 

Quad — A low square blank type, used to indent the 
first line of a paragraph or fill up blank spaces. 

Quarto — Four pages to a form. A half sheet of book 
paper, 19 x 25, folded into four leaves or eight pages. See 
Duodecimo, Folio, Octavo, 1 8mo. 

Rat — A scab printer, who is said to be "ratting" 
when working in a non-union office where there is a strike. 

Ream — Twenty quires of paper, or 480 sheets. Reams 
of flat paper, best grades, are now generally put up 500 
sheets to the ream. 



References — Letters or characters serving to direct the 
reader's attention to notes at the foot of the page. 

Reading Matter — That which comprises the main por- 
tion or substance of the ad. or type matter, and being dis- 
tinct from the display. See "Text." 

Register — To cause the pages in a sheet to print pre- 
cisely baclc to back. In a book, where one page shows 
irregularly in this respect, it is said to be "out of register " 
and indicates poor press work. In color work the register 
must be perfect. 

Revised Proof — The last proof, after corrections have 
been made. 

Reprint Copy — Copy which consists of printed matter. 

Running Title or Head — The title of the book or 
subject matter placed at the top of the pages. The left 
hand running title is usually the name of the book — the right 
hand, the name of the chapter head, as may be noted in 
this book. 

Run-In — Where the compositor has made a short line 
and then started a new paragraph, and it is desired to com- 
bine into one paragraph only, the term "run-in" refers to 
taking as many words of the new paragraph line as are 
needed, and filling out the last break line. This necessi- 
tates the alteration of every other line in the paragraph. 

Set Off — Newly printed sheets piled up on the press 
table sometimes by their weight slightly transfer some ot the 
print to the blank side of the adjoining sheets. This is 
called "set off" or "offset," and usually results from too 
much ink and lack of care. Fine booklet and other work 
often require the "slip sheeting" of common paper between 
every printed sheet. 

Standing Matter — Ads. and jobs that are to be laid 
aside for further printing. 

Shank — The metal body upon which the face of the 
letter is cast. 

Shoulder — The blank surface of the shank of a type not 
covered by the face of the letter. 

Side Heads — Display or titles, generally larger or 
heavier than the text matter, set at side of latter. 

Spaces — Low blank types used to separate words, and 
less than an " em " or " en " quad. 

Slug — A thick lead, generally from 6 point up. Where 
great blank spate is to be filled, large semi-hollow quads and 
metal furniture are used. 

S. C— Means small caps of Roman. 

Solid — Unleaded type. 

Stet. — Written on a proof, it means that the word or 
letter erroneously struck out shall remain — no attention to be 
given supposed correction. 

Superior Letters — Letters of small face, cast near the 
top of the line, ■*' b, etc. 

Stereotype — A duplicate plate of all white metal, used 
by daily papers mostly, where quick work is essential. In- 
ferior to the electrotype and much cheaper. 

S. S. & C. — Book paper with a better surface than 

machine finished and which is " super sized and calendered." 

Short & — Printers call the character (&) the "short 

and." It is wrong to use it save in firm and corporation 

names and titles. 

Table Work — Matter consisting partly of rules and 
figures and charged for at greatly increased rates over plain 

Take — Large ads. and book matter are usually divided 
into several portions, so several compositors can work on it 
and shorten the time. Each thus gets his "take" ot the 

Text — The reading part of an ad. See " Reading 

T. f. — Refers to an advertising order, which authorizes 
the publisher to run an ad. "till forbid." 

Upper Case — Capital letters accompanying a lower case 
font of type. Also refers to a type case in which these Cap 
letters are kept. The upper case rests on a frame in front ot 
the compositor, and directly below it rests the lower case, 
which accounts for the names. The lower case is lower and 
nearer the compositor, since not one cap letter is used to 
forty of the lower case. 

Wrong Font (marked w. f. on proof) — Means wrong 
style or size of letter. 

White Line — A blank line of quads. See "Blank 

Cream of Type Specimens 

J^ A choice selection from the latest productions of the leading ^ 
American type foundries, and especially adapted to advertising 

In studying the use of type — especially display or job faces — it must be borne in mind that 
the ad. writer only aims to familiarize himself with some of the more desirable styles, and nothing 
could be farther from the truth than that it is necessary to be posted on all that has been manu- 
factured within the last fifty years. 

It is no sign of inferior ability to be obliged to confess that you don't know the name of any 
particular style or size. 

With these reassuring remarks, let us begin a brief study of those features really essential. 

Enough has already been said to settle the fact that Old Style Roman is a much cleaner and 
more artistic body or text type in comparison with Modern Roman, especially for advertisements 
and all booklet and miscellaneous printed matter. I shall only draw attention here to a few 
specific uses that the ad. writer ought to know. A tour page circular, 8x12, looks well set either 
in i4p., i6p., i8p. or 2op., Caslon — using caps and lower case, of course. And this, too, without 
display, save occasional head or sub-head lines. The latter can be larger sizes of Caslon, or it 
will be perfectly proper to einploy any regular display like Winchell, Ben Franklin, etc. 

Avil or Cheltenham would look well. Imagine a mailing card with one or two strong dis- 
plays that mean something in combination with i8p. or 24p., Avil, using the larger sizes where 
the text is not too long. In selecting new type faces bear in mind that the more artistic a type is, 
the more likely it is that the smaller sizes — 6p. to 8p. — will not show up so clearly as a plain Old 
Style Roman. For advertisements, therefore, I prefer 6p. of the latter to Avil, but in the larger 
sizes, Avil has vastly more "character." 6p. Avil, however, makes a fine type in very artistic 
booklet work, in foot notes or as an explanatory paragraph in connection with illustrations. Its 
use should be limited. 

In the matter of display styles, it is all a question of individual preference. Observe Hearst 
is a sort of modified Avil; note the cap E, H, etc., and it will be seen that the idea is practically 
the same. Cap C shows the greatest dissimilarity. Hearst is useful where Avil would fill too 
little in width, and the former has a heavier face. MacFarland is heavier than Caslon, but bears 
a sort of cousinship to it. 

These characteristics, or resemblances, will be found more or less constantly, especially among 
rival founders. A certain style will be brought out, and immediately catch the public fancy, and 
forthwith other founders will get up about the same thing under another name. Printers, there- 
fore, dislike to buy much conflicting type. 

Compare Winchell with John Hancock for weight, although one is not a steal from the 
other. Look for characteristics among all the styles. 

In determining display these specimen pages will also be of great assistance. Counting a line 
of letters will get pretty near wording possibility. It will be easy also to ascertain the number of 
words in one or more square inches of such types as Caslon, Avil, etc., these specimens here shown 
being sufficiently extensive for this purpose. For Roman, either Old Style or Modern, consult 
table giving possible number of words per square inch for all sizes. 

The borders shown herewith will suggest themselves in many ways, and while one should aim 
to use them sparingly, yet so many chaste border effects are possible, that every ad. writer needs 
to study their possibilities. Note 36 point border No. 3628 around the page of Caslon. The 
ample white margin between type and border is particularly efficacious. It will be of interest to 
compare Border No. 2407 surrounding Avil specimens with that used in certain Victor ads. The 
latter was my own creation — the former an imitation. 


TBf TNI AND Saint Louis flSF 


Wf Chicago 

^^L, FOUNDRY TheGenuineFace— reproduced by pkkmission of the Caslon letter foundry, London „ „ . 

4a 3A, $13. 40 

IS-Polut Border No. ia69-Fout of 24 inches. $1.00 

72-Polnt CaalQu Old Style 

L. O. $4.85. C. $8.55 

MODE Raised 

8-Point Caalon Old Style 

48a 18A, $2.26 

L. C. $1.26. C.*1.00 


the workman, the proprietor 
and the customer. It is seldom 
they are pleased in any other 
one thing. Standard Line Unit 
Set Type delights all. It satis- 
fies the customer and makes 
him come back; it satisfies the 

12-Polnt Oaslon Old Style 

32a 16A. $2.80 

L. C. $1.45. C. $1.35 

per cent per annum 
in dividends is what 
Inland type will pay 
you. It will enable 
you to do additional 
work without increa 

la-Polnt Caalon Old Style 

20a lOA. $3.20 

L. C. $1.00, C. $1.60 


afford to buy 
Inland Type 
because of its 
superior labor 

aa 3A, $6.00 42Polnt Caslon O. S. L. C. $2.80. C. $3.20 

Best Makes 

7b 4A. $5.00 36-Point Caslon O. S. L. C. $2.35, O. $2.65 


Better Goods 

9a 4A. $4.30 30 Point Caalon C. S. L. C. $2.30. C. $2.00 


Inland Products 

12a 5A. $3.60 24-Polnt Caslon O. S. L. C. $1.90. C. $1.60 

Standard Line Type 

6-Point Caslon Old Style 

60a22A. $2.00 

L. C. $1.15. C. $0.85 

will please your customer better than 
if you use the other kind — hence, more 
trade. If you use Inland type you will 
keep your composition expenses con- 
siderably lower than if you use the other 
kind — hence, greater profits. If you use 
Inland type you will please your comps. 

10-Polnt Caslon Old Style 

44a 16A. $2.50 

L. C. $1.40, C. $1.10 


All that the name implies. 
Often it amounts to fifty 
per cent. The Inland's 
representatives are at all 
times pleased to demon- 
strate. A trial convinces 

14-Point Caslon Old Style 

26a 14A. $3.00 

L. C.$1.50. C. $1.50 


has not kept track 
of the time saved 
by using Inland 
type in time-table 
tariff and all kinds 
of folder work, etc 

16a 8A. $3.30 

20-Polnt Caslon O. S. L. C. $1.70. C. $1.60 20a 9A. $3.20 

18-Polnt Caalon O. S. L. O. $1.70. C. $1.50 

Conducive of Highest Art Inland's Standard Line Type 

6a 3A. $g.OO 

64-Polnt Caslon Old Style 

L. O. $3.70. O. $5.30 

BOUND Extracts 


00 INLAND _ , . ^. _ ^ ^ Sain. Louis ^^ 


New York 
Ol^ F vJ U JN Ulx 1 The Genuine Face— Reproduced by permission of the Caslon Letter Foundrv, London Buffalo "*' 

00 00 

12-Point Border No, 43 — Font of 6 Inches, 40o 

Ancient The only other particulars regarding the 
Ti| 1 1 use of movable type by the Chinese (apart 
iVietnoas fj-om those now being made from molds) 
Retained are taken from a letter sent to the North 
China Daily News by Rev. A. Elwin of the 
church missionary society, wherein he gives an account 
of a visit paid to an old Chinese printing establishment, 
in a place called Wangdofang, in the Chuki district, 
about sixty miles directly south of Hangchow. The 
printing was being temporarily carried on in the large 
ancestral temple which is connected with the village. In 
the large central hall of the temple were placed about 
twenty ordinary tables. On the tables the cases of type 
were spread out very much after the home methods, but, 
of course, taking up much more room. When Mr. Elwin 


THE inside of this block 
was hollowed out to a 
depth of say one-quar- 
ter inch, and this depression 
was still farther hollowed out 
into grooves three-quarters 
inch deep. The block which 
Mr. Elwin saw had twenty- 
nine of these grooves, each 
groove being filled to the 
depth of about one-quarter 
inch with ordinary thick clay. 
With his copy before him, 
armed with a small pair of iron 
pinchers, the man began his 
work, character after charac- 
ter being transferred from 
the case and firmly pressed 


ALL was now ready for the printer. 
He, having received the form, 
carefully brushed the ink over 
the type. He then took a sheet of 
paper, laid it on the job and presseil 
it down all over so that it might be 
brought in contact with every charac- 
ter. He then removed the sheet and 
examined each character; some were 
not quite straight and these were care- 
fully adjusted with the pinchers. So 
far as Mr. Elwin could see, the type 
was never touched with the fingers. 
After sufficient copies had been struck 
ofif, the type was distributed, each 
character being returned to its par- 
ticular box. The type in the form 
was of three sizes, but, instead of 
being adjusted by spaces, each charac- 
ter was kept in position entirely by 
the clay upon which it stood. The 
characters were square, and made of 

Se.PolDt Border No. 302a-I'uiit ol JU iochou, *1.80 


Met X-.TT . »TT^ Saint Louis " 

i. Ty^e' AVIL series ^cwI;^ 4> 


'* * 18-Polnt Border ijo. 184B-Font of 24 Inches, $1.00 

L. C. $3.35. C. $5.90 

, ,» «Qos 60-PolntAvU ^. ^. »-.- ^"."■ 

4a 3A. $9.25 ^^ 

RECORD Breaker 

42a 20A. $2.50 

10-Polnt Avil 

L. C. $1.30. C. $1.20 

9a 5A. $5.00 

36-Polnt AvU 

L. C. $2.35. C. $2.65 


ing man is becoming more and more con- 
vinced fliat a distinctive style of display 
lefter is as essential to ftie effectiveness o{ 
Kis advertising as is a distinctive style for 
its Headings to a newspaper. Quite a num- 
ber of large firms follow fliis plan; ofliers 
are gefiing in line. Tbe idea is a good one. 
Anyfliingwbicb adds to ffie aftractiveness 
and distinctiveness of an advertisement, 
wbeflier it be illustration or artistic type 
display, arrests attention, ffie first requisite 
of good advertising. Tbe successful ad- 
vertiser knows fliat by Having His adver- 

ea4A, $7.25 


Inland's Great Strides 

12a 5A, $4.30 

aOPolnt AvU 

L. C. $2.30, C. $2.00 


Artistic Printers Delighted 

48-Poiiit AvU 

L. O. $3.15. O. $4.10 

Makes PROFIT Greater 

8-Point Avil 

14a 6A. $3.50 

24-Polnt AvU 

L. C. $1.80. C. $1.70 

60a 2dA. $2.25 

L. O. $1.10. C. $1.15 


Unit Set Type, with its many labor-saving features. 
19 of vast importance to all printers, because by its 
use fliey can do superior work at a great saving of 
time and labor, as well as saving a large amount of 
material, and consequently its first cost. In all 
offices ftic amount invested in type is small wben 
compared wiUi flie yearly expenditure f<.r wages in flie 
composing-room. It fherefore follows that type whicb 
accomplishes flie saving of, say. only ten per cent in 
labor will cost flie proprietor nofliing. as it will pay 
for itself in a year, and fliereafter yield a large profit 

a-Potot AvU 
62a 28A. $2.00 L- C. $1.00. O. $1.00 


availabiluy. If you order a special outhl lor a tanlf. time-lable 
or folder In case you lose ftie job you can use Ibu maleiial .11 your 
oier work, as It .s all rejular. and you do not require special 
ligutes. special leaders, special justibers or special anythinj else 
wifli Inland type. But fli.s Is not such a big advanlaje as it would 
at first appear. Wby? Because you » ill never lose flie |ob. 
It will cost file other fellow, not equipped wifli Inland type, roore 
to turn out &e work flian you charge &e customer, and yel you 
make a larger profit &an &e old way. Inland type is adapted lor 
any printing. In accuracy, durability and style il has 00 rival 


Out-of-flie-Ordinary Avil Series 

22a lOA. $3.20 

18-Polnt Avil 

L. O. $1.65, C. $1.55 


Impression on Rough Paper Stock $25 

30a 18A. $3.00 

14-Polnt AvU 

L. C. $1.50. O. $1.50 


Are Adapted to Stylisk Work on Laid Book Papers 

38a ISA. $2.80 

12-PolDt AvU 

L. O. $1.40. C. $1.40 


Brought on flie Production of {he Most Handsome Avil Series 

I4. O. $4.60. C. $7.66 

. .,„„,. 72PolntAvU ^. v/. »^ ■,■■-- 

I 3A. $12.25 ^ ^^ 

HOME Installed 


P INLAND Saint Louis UU 


;; FOUNDRY oKicNAL ""^s: m 


12-Poiut Border No. 44 — Font of 6 inches. 40c. 



The only omer particulars regarding {he use of mov- 
able type by uie Cninese (apart from fliose now being 
made from molds) are taken from a letter sent to {he 
Nor{h China Daily News by Rev. A. Elwin of {he 
church missionary society, wherein he gives an ac- 
count of a visit paid to an old Chinese printing establishment, in a 
place called Wangdofang, in {he Chuki district, about sixty miles 
directly souui of Hangchow. The printing was being temporarily 
earned on in {he large ancestral temple which is connected wi{h {he 
village. In {he large central hall of {he temple were placed about 
twenty ordinary tables. On {he tables {he cases of type were spread 
out very much after {he home me{hods, but, of course, taking up 
much more room. When Mr. Elwin entered {he hall one man was 
engaged in se{ting up {he type, ano{her was printing. The man set- 
ting up {he type stood before a table upon which was what may be 


THE. inside of {Kis block was 
nollowea out to a depui of say 
one-quarter inch, and fliis de- 
pression was still farfiier hollowed 
out into grooves about {hree-quar- 
ters inch deep. The block which 
Mr. Elwin saw had twenty-nine of 
mese grooves, each groove being 
nlled to flie depth of about one- 
quarter inch wifli ordinary {hick 
clay. Wim his copy before him, 
armed wifli a small pair of iron 
pinchers, {he man began his work, 
character after character being 
transferred from {he case and firmly 
pressed into {he clay. When {he 
form was complete a flat board was 
placed on top and fhe characters 


ALL was now ready for fhe printer. 
He, having received me form, 
carefully brusned uie ink over 
file type. He flien took a sheet ot paper, 
laid it on me job and pressed it down 
all over so tnat it might be brought in 
contact wim every character. He flien 
removed fhe sheet and examined each 
character; some were not quite straight 
and fnese were carelully adjusted wim 
fne pinchers. So far as Mr. Elwin could 
see, flie type was never touched wifli 
fhe fingers. After suificient copies had 
been struck off, fhe type was distributed, 
each character being returned to its 
particular box. The type in the form 
was of fliree sizes, but. instead of being 
adjusted by spaces, each character was 
kept in position entirely by flie clay 
upon which it stood. The characters 
were square, and made of some hard 
wood. The men told Mr. Elwin fliat 



24-PuiQt Border No. 2407 — Foutof 24 laches, $1.60 


(0) INLAND CCDTCC Newfer f 

# TYPE AVIL SERlEb chical ^ 


12-Polnt Border No. 1295-Foiit of ii4 liichea. $1.00 

# A N C I E N T The only oflier particu- # 
$ METHODS lars regarding &e use of ^ 
^ RETAINED movable type by {he Cki- ^ 

■««■ nese (apart from those »« 

'W now being made from molds) are taken m^ 

QP from a lefter sent to flie Norfli China (0) 

^ Daily News by Rev. A. Elwin of flie ^ 

/i& church missionary society, wherem he ^k 

jMc gives an account of a visit paid to an ^ 

# ^ ' "^ ^ 

^^ /^^ ^^ tables #ie cases of type were spread out ^ak 

dD II very mucli after {ke home mefkods, but, of i||| 

# course, taking up muck more room. When ^f^ 

Mr. Elwin entered {be ball one man was engaged M^ 

^||S in setting up {be type, anoiber was printing. Tbe Q^ 

^ic man setting up {be type stood before a table upon ^ak 

^ID wbicb was wbat may be called a Cbinese "cbase. \||| 

#It was a solid block of bardwood, about twenty- ^j^ 

two incbes long by fifteen incbes broad and perbaps m^ 

^H^ tbree incbes deep. Tbe inside of {bis block was Q^ 

^^ bollowed out to a dep{b of say one-quarter mcb, -^ 

QID and {bis depression was still far{ber bollowed out (|II 

30-Polnt Border No. 3095 — Font of 18 Inchea, $1.50 


t I t r r r t t r t i i t t t t r r r r r r r t r r r r r r r r r r r T ~r ~r ~r ~r 

/kik INLAND S'>i°t Louis A A 


^^^^ FOUNDRY PATENT PE>0..0 ^^•:7af: 6ii 



24-Poiut Border No. 42-Fout ot O inches, 50c. 

16a 9A. $3.25 

L. C. $1.65. C. $1.60 

22a 12A. $3.0O 

L. C. $1.&6. C. $1.45 


Advertisement is to Pro- *^^ Essential Stron| & Legible 

Characteristics is Here iShown 
duce a Lasting Impress Manufactured by the Inland 

aaa 14A, $2.75 L. C. $1 .40. C. $1.36 

property as its main 
feature has caused 
many an advertiser 
to drink a deep and 
bitter draught from 
the cup of disap- 
pointment. Attract- 
iveness is really 

Qa SA. $3.60 

24-Point L. C. $l.eOl O. $1.90 

Is the Strongest 

9a 4A. $4.26 

30-Polnt I.. O. $2.30; C. $1.95 


Chaste Effects 

30a 16A. $2.50 L. C. $1.26. C. $1.25 

erty as its main feat- 
ure has caused many 
an advertiser to drink 
a deep and bitter 
draught from the cup 
of disappointment. 
Attractiveness is not 
necessarily a virtue 


42a 20A. $2.00 

L. C. $1.10, C. $0.90 


ty OS Its main feature 
has caused many an ad- 
vertiser to drink a deep 
and bitter drautibt from 
the cup of disappoint- 
ment. Attractiveness Is 
not necessarily a virtue 
In advertising. It de- 
pends. If effectiveness 
be combined with at- 
tractiveness, then the 
combination and the 
result Is sure to be a 
happy one. There are 
thousands of people In 

6a 3A. $5.00 

L. C. $2.45. C. $2.55 


Has Dignity $4 

4a 3A. $7.50 

L. O. $2.85. O. $4.65 


4a 3A, $12.05 


3ea20A. $2.25 

L. C. $1.15, C. $1.10 

property as its main 
feature has caused 
many an advertiser 
to drink a deep and 
bitter draught from 
the cup of disap- 
pointment. Attract- 
iveness is not the 
sole consideration 
in advertising. It 
depends. If effect- 
iveness is so com- 

L. C. $4.55. C. $7.50 


4a 3A, $15.75 

L. O. $5.95, C. $9.80 



•$• "^ "^ •^V 4" •^<!' 4* 4' 4* 4* 4* "^ 4" 4* 4" 4" 4* 4" ^c 4* 4" 4" 4" 4* 4* 4" 4* 4* 4" "I;* 4* 4* 4* 4* 4* 4? 4c 4«' 4«' 4!' 


t type" condensed WINCHELL SERIES n^-;- J 


4«" 4? 4!* 4<!' 4!* 4? 4? 4!* 4«* 4!' 4? 4!* 4? ^f 4? 4«' 4«' 4i* 4? 4«!* 4? 4;' 4(!' 4«* 4? 4(^ 4<' 4!* 4:* 4? 4;' 4? 4? 4? 4<' 4? 4i* 4!* 4!' 4? 

12-Polnt Border No. 1294 — Font of 24 iDCbes, $1.00 

12a 7A, $3.50 

L. C. $1.75, C. $1.75 

Construction of Magazine and Newspaper Ad- Work 

4a 3A. $9.80 

L. O. $3.75, O. $a.05 


9a 5A, $4.00 

L. C. $2.00, C. $2.0O 


The Standard of the Universe 

4a 3A. $17. 40 

50a 24A. $2.26 L. C. $1.25, O. $1.00 


vertisers to print not only lon^ adver- 
tisements, but lon^-winded ones. The 
amount of matter (hat can be printed 
on a pa^e of a standard magazine in 
the reading column is about 800 or 
1000 words. Some of the display 
ads printed nowadays contain 500 
words, with an illustration, catchlines, 
address, etc., and there are any num* 
her that run over 300 words. Lon^ 
magazine advertisements are justified 
on the theory, now accepted as an 
advertising truth, that people have 
leisure when they read m^^azines. 

L. o. $6.65, o. $10.75 

Good AD Type 

34a ISA, $2.75 

L. C. $1.40. C. $1.35 

38a 20A, $2.50 

L. C. $1.30. C. $1.20 

existence which since its inception has always with perfect casting machines, perfect molds, well- 

L. O. $4.90, C. $7.95 

4a 3A, $12.85 72-Polnt Ij. U. »4.HU, u. » (. 

For BEST Work 

56a 30A, $2.0O L. O. $1.05. C. $0.95 

system other thaD STANDARD LINE fiod out 
wherein it differs and compare the faces. 
Slaodard Line was the first and still is the 
best system, tinlike its imilalors. it has never 
been altered. Wherever the imilalions differ 
it is because they have been cbaniied lo fit the 
faces already in the market. These, beinif 
cut on the old method, are loo small. If you 
want the largest face which can properly be 
put on the body — and who does nol? — you must 
buy Standard Liae, invented and made by the 
Inland Type Foundry. We do not object lu the 
foundries which first belittled the Inland imi- 
lalioii its sylems without due credit. Some of 

6a 4A, $4.25 

28a 14A, $3. 00 

L. O. $1.60, C. $1.40 


Inland Type Shown by the Increasing Army of Prosperous 

4a 3A, $6.26 

L. O. $2.40, C. $3.85 

Neat HEAD Type 

L. C. $1.95, C. $2.30 

20a lOA. $3.25 

L. C. $1.70. O. $1.55 

n: ^ii « -r,4 JC. IMF A T THE USE of scientifically 

UlSnnCl Ok ll Ei a l made type is sure to yield $730 



I I I I I I f I r I I r T I I I I I 1 I T I J I I I I r I I T I r I I I I I T I 

1(11 INLAND „T A ■fc.Ti^xx A r» TA c^r;^¥» Txr o ®^"'* ^°"'* MM 


MM FOUNDRY 0-— ztj: mm 


I 1 1 I ! 1 T I I I r I I I I I I I I 1 I I r r I I I t I I I I I I I I I t I I 

24Poiut Border No. 44-Fout of Q iuchea, 50c. 

4a 3A, $8.75 

L. C. $3.50. C. $5.25 

Remnant SALE. 

18a lOA, $3.00 

L. C. $1.46. C. $1.65 

The Unconquerable Seaman of the Revolutionary War 

30al6A.$2.OO L..C.$1.00, C.$l .OO 

larity among advertisers 
far beyond the most san = 
guine expectations of the 
manufacturer. It can be 
found in practical use in 
the advertising columns 
of every magazine and 
newspaper of prominence 
in the country, and stands 
unsurpassed as a letterof 
strong and legible charac- 
teristics. Its rugged out= 
lines maHe it peculiarly 
adaptable to ne^A^spaper 
and other n^orK printed on 
a rough grade of paper. 

9a 5A. $3.50 

24-Point L. C. $1.75. C. $1.75 

Most Popular 

5a 3A. $5. GO 

36-Poliit L. C. $2.25. C. $2.75 


28al5A,$2.25 L.C.$1 .15. C.$I .10 

a most novel position 
in the advertising field 
today. We have been 
engaged many years in 
constructing an assort= 
ment of type calculat= 
ed to be of special use 
to advertisers, and our 
success is proven by 
the nunterous imita= 
tions of our type that 
competitors have $3S 

4a 3A. $18. OO 

L. C. $7.00. C. $11. OO 


24al4A,$2.60 L.C.$1.25.C.$1.25 

of type for adver= 
tising purposes 
is far in advance 
of that produced 
by any other type 
foundry in exist= 
ence and is being 

6a 4A, $4. SO 

L. C. $2.00. C. $2.30 

ROSE & Bro. 

12a 7A, $3.20 

L. O. $1.80. O. $1.60 

Expert Designers of 

20al4A,$2.80 L.C.$1 .36, C.$1.45 

ideal advertis= 
ing letter and 
is appropriate 
<S harmonious 
in every class 
of vv^orK which 

4a 3A. $14.0O 

L. O. $6.75. C. $8.25 

RICH Prints 









30-Polnt Border No. 3091 —Font of 18 Inches. $1.50 

40a 2eA, $2.25 

L. C. $1.10, C. $1.15 

32a 20A, $2.50 

L. C. $1.25. $1.25 

time tables and other tabular work, on the one hand harmoniz- 
ing with point-body brass rules and leads, and on the other per- 
mitting tight justitication in 
narrow columns, which was 
heretofore an impossibility. 
This not only saves time in the 
composing room, but also in 
the pressroom, as it renders 
spaces and quads less liable to 
work up. As as consequence 
there are fewer stops to push 

5a 4A. $7.25 


16alOA.$S.20 L.C.$1 .65, C.$l .55 


of the Inland 

Famous for 


7a5A. $5.00 L. C. $2.40, C. $2.60 


has produced the unfortunate result that the 
printer, in purchasing material, too olten looks 

only at the first cost 
when placing orders. 
Unfortunate, because 
there is as great differ= 
ence in the various 
qualities of type as in 
the various grades of 
paper, ink, or printing 
itself, and the cheapest 

L. C. $3.30. C. $3.95 

4a 3A. $13. OO 

72-Point L. C. $5.25. C. $7.75 


NEAT Effects 


^^w^^wlAX^^^ 4a3A$9.aO 60-Polnt L. C. $3.90, C. $5.7 

Letter MODE 

12a7A,$3.50 L.C.$1.75.C.$1.75 




9a6A.$4.30 L. C. $2. 15, C. $2. 15 


the Close 



30al8A.$2.80 L.C.$1.40. C.$l .40 

making and fitting 
matrices, and supe= 
rior casting machines, we 
are able to guarantee the 
perfectness of our type in 
respect to its height, which 
the pressman appreciates 


54a 26A, $2.00 L. O. $1 .OO. C. $1 .OO 

and accuracy ol type, many ol the loundries limit 
their competition to price alone, the result being 
an inlerior article which is dear at any price. A 
few dollars saved by purchasing type which is not 
ol the very best often involves a loss ol many hun- 
dred times the amount. Numerous printers will 
testify that in accuracy Inland type is superior. 

26al6A,$3.00 L.C.$1.50, C.$1.50 

required in the 
printshop, includ= 
ing cases, stands, cabi= 
nets and other wood 
goods, furniture, leads, 
slugs, inks, quoins and 
all sorts of supplies for 


Vk^^ v^r^ v\y'^ xXiT^ Vk^^ X'Xiy ^■v/y - w^^ •vv/y %3uv VW^ VU^ ^'Vy v^^ Vk^y • w^^ x3l^^ xxzy v^^:^ w#^ 





Saint Louis 

NeU) York 




24-PolDt Border No. 2495-Font of 24 inches. $1.60 

26al4A,$2 60 L,C.$1 .26. C.$l .25 

nets) and improved 
Standard Line sps= 
tern, including ItaU 
ic, Roman, Gothic 
and Various other 
job faces, hence 
all faces on each 
body line With one 
another, ^he su^ 
perior advantages 
of this system are 
so many that it 
Would be difficult 
to mention all of 
them, but among 
others are: &hat it 
is now practicable 
to line any Italic 

4a 3A. $16.75 

5a 3A. $5.00 

aaPoint L. C. $2.20. C. *2.80 


4a 3A. $8.75 

48-PolDt L. O. $3.40. C. $5.35 


ea4A. $4.30 

30 Point L. C. $2.00, C. $2.30 


28al6A.$2.25 L.C.$1 . 10. C.$l . 15 


and improved Standard 
Line System, including 
Romans, Italics, Gothics 
and Various other job- 
bing faces, therefore all 
faces on each body line 
With one another. The 
superior advantages of 
this system are so many 
that it Would be difficult 
to mention all of them, 
but among others are: 
That it is now practic- 
able to line any Italic or 
Full-face With Roman: 
to use heavy job letter, 
figures or any character 
With a different face on 

L. C. $6.30. C. $10.46 

PUJW Soaps 

as, 5A, $3.50 

L. C. $1.75. O. $1.75 

12a 8A. $3.20 

L. C. $1.50, C. $1.70 

Neat typography 


Designers and JMakers 
of Art Booitlets $23 

4a 3A. $13.25 

L. C. $6.10. C. $8.15 

^he BEST 

24a 14A. $2 80 


L C $1.35. C. $1.45 

32a 16A. $2.00 


L. C. $1.00. O. $l.O0 



and improved Stand- 

ard Line System, in= 

eluding Romans, Italics, Gothics & 

Various other jobbing faces, hence 


including Romans, Italics, Gothics and 
Various other jobbing faces, therefore 
alt faces on each body line perfectly 

IHa IDA, $3.00 


L. C. $1.45. C. $1.55 

nets) and improved 
Standard Lining 
System, including Romans, 
Italics, Gothics and Various 

J^ TNT AND Saint Louis «^ 

4. tVpe dorsey series "ZIT 4. 


18- Point Border No. 1891 -Font of 24 Inches. $1.25 
9a 4A. $4.25 30-Polnt L. C $2.30, C. $1.95 ea 3A, $5.00 36-Polnt L- C. $2.45. C. $2.55 


Desires Legible for Standard 

4a3A. $12.20 60Polnt L. C. »4.70. C. $7.50 

PRINT Cards 

15a 8A $3 25 18-Point L. C. $1.70, C. $1.55 2aa lOA, $3.00 14-Polnt L. C. $1.65. C. $1.35 


-^ , ^1 A J TTT 1 a Time and Labor Saver and 

Beget Clean Ad- Work the Most Popular Ever $135 

4a 3A. $7.50 48.Pomt L.. C. $2.00, C. $4.60 

Sho^vn by Inland 

3aa20A. $2.00 6-Point L. C. $1.05, C, $0.95 36a ISA, $2.25 BPolnt L. C. $1.15. C. $1.10 


Booklets Which Readily Commends Itself to the Connoisseur Display Type But Has Equal Merits as Body Letter 

Manufactured Only by the Inland Type Foundry Saint Louis It is Used by John Wanamaker, Philadelphia $9.47 

4a 3A. $15.60 72.Pomt L- C $5.95. C. $9.65 


26a 14A $2.75 12-Point L. C. $1.40. C. $1.35 30a 15A, $2.50 lO-Point L. C. $1 .30, $1 .20 

Creates a Strong and Dignified Ad Others for Advertising Distinctiveness 

lOa 5A, $3.50 24-Polnt 

L. C. $1.85. C. $1.65 

Type Foundry Superior to All Others 




Saint Louis 
New York 


Buffalo /jlj^ 



18-Point Border No. 1895 — Font of 24 inches, $1.25 

4a 3A. $8.50 

L. C. $3.50. C. $5.00 

FINEST Effects 

25a 15A. $2.60 

L. C. $1.25. C. $1.25 

22a 15A. $2. BO 

L. C. $1.40, C. $1.40 

6a 4A. $4.30 


Especially Available for Catalog Work 

A letter at once 

both legible and 

attractive to the 

reader ty of great 

advertising value 

to the advertiser 

o^A'ing to its force 

L. C. $2.10. C. $2.20 

in Advertising 


Pleasing to Discriminating Patrons 

Cast on Inland's 
Standard Lining 
System, making 
it a time saver 
for the printer 
and also giving a 
superbly clear 

L. c. $7.oo, c. $io.oo 

4a 3A, $17.00 72Point L. C. $7.00, C. $10.00 


9a 5A. $3.60 

34a 20A. $2.00 
L. C. $1.00, C. $1.00 


One of the advantages of 
point-set type -which must 
not be overlooked is its 
great adaptability for time- 
tables and other tabular 
work, on the one hand 
harmonizing >^'ith point- 
body brass rules and leads, and on the other permitting tight 
and perfect justification in narro^v columns, ^'hich was for- 
merly an impossibility. This not only saves time in the 

4a 3A, $13.30 6' 

L C $1.75. C, $1.75 


Attract Business 

cut features. They are 
design, as well as strong 
a value to the advertiser 


30a ISA. $2.25 

L. C. $1.15. C. $1.10 

The type products of 
the Inland are uni- 
versally admitted to 
be the standard of the 
■world and inimitable 
for their scientifically 
accurate and cleanly 
unique and original in 
and legible, and possess 
unapproached by others 

L. C. $5.50. C. $7.80 


14a OA. $3.20 

L, C. $1.70 C$1, SO 18a 12A. $3.00 

L. C. $1.50. C. $1.50 


is One of the Aims of Gained an Enviable Record 

a good Ad 
and easily 
gained by 

5a 3A. $5.00 

L. C. $2.25. C. $2.75 

among lead- 
ing advertis- 


Uearit $2 and AF tlStlC always use it 

the use of ^ ^ ^ • ^ • Field ty* Co. 







Saint Louis 

New York iVA 

Chicago MM 

Buffalo AA 

18-Polut Border No. 42 — Font of a IncbeB, 40c. 

7b 4A. $5.00 

L. C. $2.40. O. $2.60 


S2aieA,$2.60 L.C.$1.26.0.$1.26 

FOUNDRY was the 
originator of Stand- 
ard Line Unit Set Type, now acknow(edged 
the greatest innovation by the printer, the 
advertising expert & the advertiser as wetl 

Hearst Italic 

30al5A,$2.80 L.C.$1.45. 0.$1.36 


face, eminently fit- 
ted for use in magazine and other high 
grade advertising, as well as for art 
catalogues, brochures, booklets, circulars 

4a 3A, $ie.OO 

L. o. $e.eo, o. $g.60 

<JIRTS Best 

38a20A,$2.26 L.C.$1.10. C.$1.15 

an ingenious combination of 
impressive typography and 
impressive copy. No one 
will see such an advertise- 
ment without reading it and 
no one who reads it and is 
interested in the use of the 
goods exploited will fail to 
be impressed by the argu- 
ment presented. The most 
attractive typographic work 
is attained by using Inland 

4a 3A. $11.26 

10a 4A, $4. SO 

SO-Polnt L. C. $2.40. C. $1.90 


Your Ad- Work 

12a bA, $3.60 

24Poliit L. C. $1.90. C. $1.60 

With Inland Types 

42a22A.$2.00 L.0.$1.00. 0.$1.00 


is to be impressive. Yet, as a 
rutci even (he best of such adver- 
tisements are somewhat lacking in 
impressiveness. The design may 
be exceedingly attractive, while 
the copy fails utterly to back up 
(he design. Or the copy may be 
strong, but presented in such a 
manner as to lose its force. It 
must be remembered that attract- 
iveness is of little value without 
substance ; nor are real facts im- 
pressive unless they are attract- 
ively presented. Belter results 
are obtainable with Inland Type 

L. C. $4.30, C. $7.06 

SHO W eards 

24a 12A. $3.00 

14-Poliit L. O. $1.56. O. $1.46 ISaSA. $3.20 

IB-Polnt L. O. $1.70. C. $1.60 


Merits of Inland Type and try to ^ Prnr/urf^ nf FndrntJPr^ 

duplicate them but such attempts ^^ rroaucis Of nngravers 

always result in ludicrous failure PoSSWle With ThJS ^7bU 

4a 3A, $7.25 

L. O. $2.75. O. $4.50 

SUPERB Letters 


VV INI AND Saint Louis ^^ 


MU FOUNDRY CutbvPer«,ss,onofGenzsch&Hevsb g^jf^,^ jjjj 

18-Point Border No. 44 — Font of 6 inches. 40c. 
6a 4A, $6.00 36-Polnt L. C. $2.26. C. $2.75 10a 6A. $3.50 24-Poliit L. C. $1.76. C. $1.75 

j-j . i_ . rx • Essential to buccessrul 

KlCn in Design Business Ventures 

e*Point 8-Polnt 

48b22A.$2.00 L.C.$1.05.C.$0.95 6a 4A. $7.25 4a-Polnt L. C. $2.90, O. $4.35 44a20A. $2.25 L.C.$1 .15. C$1.10 


carefully you will see that no letters I I^L I I ^-^ ^ ^^ /->| feature of Inland Type is its 

are too large or too small, loo light ■ I ^k I I » J W V f 1 accuracy. Accuracy of face 

or too heavy. They are iusi as they ■ I ^ I J ^M M M \^ M gives Style and beauty to the 

should be, uniform and accurate. M. M. ^ JL.^ %,^ M. M^ ^^^ work and invariably pleases 

4a 3A, $16.30 84-Point L. O. $6.40. C $9.00 


14-Polnt ISPolut 

24al2A,$3.0O L.C.$1.50. C.$1.50 5a 3A. $9.00 64-Polnt L. C. $3.76. O. $5.26 20alOA.$3 20 L C $1.60.C.$1 70 


Among Particular I F^ I wl f^ I f^ Produced With 

Advertisers JL/ i^ V.^ 1 l^ 1 V^ MacFarland 

4a 3A. $13.00 72-Polnt L. C. $4 90. C. $8.10 

Plain TYPE 

14a 7A. $3.30 20-Polnt L. O. $1.65. C. $1.65 9tt 4A. $4.30 SO-Point L. O. $2 25. O. $2.05 


Invariably Originated by the ivyr t r^ - j. ct^r' 

Inland Type Foundry Modem Print $5 

lOPolnt 12Pnlnt 

86al6A.$2.50 L.O.$1.40,O.$l.lO Oa 3A. $6.00 42 Point L. C $2 85. O. $3.15 32a I5A. $2.80 L.C.$1 .45. 0.$1.35 


Unit Set Type is Slogan I j X^ I I ^\f^l" Production Admired 

of the Inland VJ 1 iX X C-/wL Wherever Used 

4s 3A, $9.75 eO-PolDt L O. $ C $6.15 

GRACE Galore 


N ^ »«i 







Po\vell Series 


22 A 44 a 6-Point $2.00 


Few lack accurate information on the subject. If these ic-w 
could step into the Foundry and see the vast quantities of 
type and material that printers are ordering, they Avould soon 
come to the conclusion that Universal Line, Nickel-Alloy. 
Point Set Type is the best type made — and it is. One of the 
principal qualifications of good type is durability or staying; 
power of the metal from which the type is cast 12345b7890 

20 A 40 a S-Point $2.25 


Nickel-Alloy has proven its value to all printers 
who have used it, and they state that it is the best 
type metal they have ever used; and substantiate 
the fact by their many orders for Keystone Type 
cast on Universal Line, a time-saver all the time 

16 A 30 a 



No effort or expense ■was spared to 
make our type metal the best possible 
to attain, and it requires no learned 
sage to tell us that we have succeeded 

ISA 28a 12-Foint $2.75 


Order Powell Series and. you can 
keep them with you always, and 
it attracts new ones as well $ 1 23 

12 A 24 a 14-Point $3.00 


Advertisers desire type that 
can be easily read, this Series 
is adapted for Display W^ork 

9 A 18a 




Make your Job Office 
pay, use Universal Line 



Attractive Results 1 23 




Produced in Color 



Series of Po^vell 




Hit the Mark 



RED Chiefs 



Sick PIG 








^=^^^^=^ Made in the Following Ten Useful Sizes, of Nickel-Alloy, on Universal Line and Point Set ^^^^^^^^ ^B 

■ii———^Mi—.^——i————^Mi^Wi———ii— —————— iiiafl 





These Italic Letters will attract attention in Job Work 
as well as in Advertisentents, and ivith proper care will 
last you many years as they are cast Irom our Celebrated 
Nickel- Alloy Type Metal; a hard, tough metal invented 
and made only by the Keystone Type Foundry $123456 



The time wasted cutting cat 
and paper would amount to 
valuable hours in a very sht 
Thin Space Cases filled wit 



Makes the JustiflcatU 
and many styles may 
used in the same line 
SI 234 567 89 t 


Many styles of Type and Border do not look 
well together, due care should be exercised 
in the selection of material for the different 
Grades of Printing you desire to undertake 


6-Point, 15 A 25 a, $2.00 

8-Point. 12 A 20 a, 2.25 

10-Point, 10 A 18 a. 2.50 

12-Point. 9 A 16 a, 2.80 

14-Point, 7 A 12 a, 3.00 

18-Point. 6 A 9 a, 3.20 

24-Point, 5 A 7 a. 4.00 

30-Point, 4 A 6 a, 5.30 

36-Point, 3 A 5 a. 6.40 

48-Point. 3 A 5 a, 10.00 

Complete Series, 

The Charter Oak figures 
are two-thirds set, a feature 
that will be found advanta- 
geous to printers in general. 




9nly one of our Numetous 
VIodern or Old Styles and 
iS of Body Type SI 2345 



ail Type, Border 
nts of our make 



Produced from these Bold Series 


Best new/ Series Advertised 

36- Point 

Cover Printed in Blue 


Best of PRIIMTSs 



Twelve Sizes, Point Set 

j Ben. Franklin Series ^ 


I e-POir*T PRrMlTlvE BOROZR, PER FONT OF 8 FEET, »1.60 ^^^B 

22 A 44 a 6-Point $2.00 

Can be used with desirable results on almost every Grade 
of Printing' and is very attractive for display work as it has a 
bold, clear face without appearing' clumsy, and when used 
in colors with the Ben. Franklin Open very neat effects are 
produced that will please the most skeptical eye, and is also 
very satisfactory to the Particular Customer who takes a 
Pride in his Office Stationery and other Work S1234S67890 

20 A 40 a 8-Point $2.25 

He intended to educate him for the Ministery. and 
■was accordingly placed, at the age of eight years, at 
a Grammeir School, where, in less than a year, he 
waj advanced, and would have been still further 
promoted the coming term had he gone to school 

16 A 34 a 10-Point $2.50 


And Teillow Candles, he was employed 
cutting wicks, filling candle moulds aiid 
running errands, but he did not like 
this new job and wanted to go to Sea 

15 A 28 a 




Who was a printer and published 
New England Courant, the fourth 
Newspaper in America 123456789 

12 A 24 a 




After some time, when Ben. 
"wakS Seventeen Years of age 
he ran away to Philadelphia 




Carried by the Queen's 
own Litter to the Sea 


For Effective Display 
Net Profit »1 23,456,789 

5A 8a 



Is Taken Captive 

4A 6a 




0*er the Be&ch 

3A 4a 



Dress Suit 

3A 4a 

60- Point 


NO Pink 













24 A 



Allov Type Metal will be found 
to outwear that of any other 
type made. In our own. as 
well as in foreign countries, 
wherever Keystone Type has 
been put to the test, it has 
always been found to retain the sharp outline 
of the character much longer than type cast from 
any other metal. It must therefore be apparent 
that Keystone Type possesses a two-fold virtue 
—strength and durability. Do you use up-to- 
date. Point Set type madeon Universal Line of 
Nickel-Alloy metal? The many advantages to 
be derived by using this new combination will 
unquestionably prove to all the type-users that 
everything said concerning Universal Line and 
Point Set is positively the same as represented 
and now that it is becoming more popular every 
day, further introduction is almost unnecessary. 
One can readily see the old system of cutting 
cardboard and paper for justification is a thing 
of the past, and Point Body, Point Line and 
Point Set has become the standard of the day 


Made of Nickel-Alloy Type Metal 
on Universal Line and Point Set 

By the 

Keystone Type Foundry 

Philadelphia and New York 




■SI A 41ii S-P(iiNT ^2.i> 

For both Job and Book Composition — That suits either 
the Brochure and Catalogue or the highest class of the 
Office Stationery, and is especially adapted for neat work 

And it doesn't take a practical printer very 
long to see the Cardinal Series in this light 
as it is suitable for all classes of Printing 

That make this Series popular; it's 
made of Nickel-Alloy Metal and 
cast on the Universal Line System 

HA 2Ca H-I'i.iNT t:;,i«i 

Type for Neat and Attractive 
Work that pleases 1234567890 

Id A 21) a IS-PcilNT ?;!,i') 

Found in Modern Shops 

tiA 12 H 24-PciIS'T .*;i.r)ll 

The County FAIR 

HORSE to Ride 

5 A 8a 36-P(iINT ?V0« 

Tracks FINE 


DAN Patch 

■1 A 7 A 48-l*01NT -fT-'iH 

Meat PIE 





Type cast from the Celebrated NickeU 
Alloy Metal, the best type made 25,687 

15A 30a 



On Universal Line and Point Set 

12 A 24 a 14-Point $3.00 

Type will stand hard usage 

9 A 18a 




Shows its Profits $753 

5A 10a 



Landing BOAT 

5A 9a 



TRICK Maker 




3A 5a 



HIS Belt 

3A 4a 







XNr-jG BOnOE f 













It is not growing like a tree 

In bull<. doth make man better be. 

Or standing long an oak, three hundred year 

To fall a log at last, dry, bald and sear, 

A lily of a day 

Is fairer far in May, 
Although it fall and die that night 
It was the plant and flower of Hght I 

"Ben Jonson ' 





Made of Nickel = Alloy Type Metal 
on Universal Line and Point Set 

By the 

Keystone Type Foundry 

Philadelphia and New York 

2 A 40 a 8-Point $2,25 

A sweet attractive kind of grace, 
A full assurance given by looks, 

Continual comfort in a face. 

The lineaments of Gospel books — 

I trow that countenance cannot lye 

Whose thoughts are legible in the eye. 


e-POiNT RuNr«lNG eOflOEd NO. 39; PEft FO»«T OP % FEET, tt.50 




John Hancock Series of Type 


20 A 38 a 6-Point $2.00 

When bold face type used Judiciously 
In an attractively displayed advertise- 
ment It Is bound to catch the eye ol an 
ordinary reader and create praise and 
comment from the observer $123,456,789 

18 A 32 a 8-Point $2.25 

Of Nickel-Alloy Type Metal on 
Universal Line, a combination 
tbat guarantees usefulness as 
well as longevity of the faces 

15 A 30 a 10-Point $2.50 

Re-stock your plant with 
new and up-to-date taces 
tliat are dividend payers 

14 A 28 a 12-Point $2.75 

Is essential in job-ivork 
as well as ads. along 
with the paper 12345678 

12 A 22 a 



Arc necessary in all 
print-shops; be sure 
you have sufficient 



Stands the Impression 



Profits $123,456.78 

5A 8a 



Shad and Pike 



NEW Sliade 



Road CAR 




TIE Held 



Earthen JUG 

3A 4a 72-Point $13.85 

OLD Matcli 






eloign HancocR ExterKled 

IVIade In twelve sizes on Universal Line, Point Set. of NIcKel-Alloy Type Metal 

IVicRel-Alloy IVIetal 






On the Line 

3A 5a 



Notice 75 

3A 5a 

36 -Point 





15 A 28 a O-Point $2.00 

Printers are looking lor such, 
to complete their olflce. The 
John HancocK Extended Type 
Series can be used in any Job 
or Newspaper Ad., wherever 
an extended letter Is required 

14A 24a 8-Point $2.25 


Will supcly please every 
customer. Jolin HaneocK 
Extended Series is cast 
on Universal Line, Point 
Set, ol NicKel-Alloy IVIetal 

10 A 20 a 10-Point $2.50 

A. little money will 
buy tlie latest type 
series, and it will 
aid your business 
and insure profits 

9 A 18 a 



H i» 

3A 4a 


Ape mostly used 
to improve tlie 
neat and eatctiy 
appearance 359 




Best FIX 


nbiladclpbin and New York = 

FONT C* » TEtT , tl 



Nickel-Alloy Type Melal, Universal Line, Point Body and Point Set 





Many valuable hours were lost by the old system, adiusting with 
strips oi paper or cardboard. The new system. Universal Line, is 
used by many printers and publishers for its labor-saving and also 


Printers making a small investment i 
Niagara Series, will positively accom 


of 162 feet, and after start 
river. Beautiful scenerie 


On this occasion the falls and the park will be decorated 
and the Buffalo Brass Band will play the best selections 


6-Point,28A 52a. $2.00 
8-Point, 25A46a. 2.25 
10-Point, 22A 38 a, 2.50 
12-Point,20A34a, 2.80 
14-Point, 18A 26a, 3.00 
18-Point, 12A18a, 3.20 
24-Point, 8A12a, 3.50 
30-Point, 7A10a. 4.30 
36-Point, 5A 9a. 5.50 
48-Point. 5A 7a. 8.50 
60-Point. 4A 6a. 12.00 
72-Point. 4 A 5a, 14.25 

Complete Series, $63.80 

ated on the northern part of the 
r, running down to ^5^567890 



vlng against the tide 
es out tlie sailor and 

, 24-Point 

I AN ITALIC LETTER Attractive in Display 


WINTER Residence 

60- Point 

Best of PRINTS 


MADE Profits 

on D ■ * 36-Point X 

30-Point ^^^ ^^ 

Leading STORE I Timber FAIR 1 



After speech and after writing, which hatl been the 
slow growth of the ages, the art of printing should l« 
regarded as next in importance. It has been called 
the "art preservative," the "nurse and preserver of 
all the arts," while other expressions in similar vein 
have been applied to it. and surely, if it had no other 
claim to our gratitude it would be worthy of all honor. 
To preserve for posterity the records of the past, the 
discoveries of science, the imagination of genius, the 
greatest thoughts of the greatest minds, nothing could 
more properly claim our consideration and our re- 
spect. But printing has done more than this. Besides 
being a preserver of human thought and the record 
of has been an instructor and acivil- 
izer of the human race. While it disseminated knowl- 
edge more widely and more rapidly than the hand of 
the scribe, it was also more reliable and accurate, for 
it multiplied copies which were exactly alike, and did 
not suffer from changes and errors in copying, which 
were only too numerous in the manuscripts, no mat- 
ter how conscientious and devoted the scribe might 
be. And he was not always overscrupulous in adher- 
ing to the text i/a tin-n oj a letter or an inserted live miofit 
help his doctrine or theory. The mult iplieat ion oJ printed 

Loner case a to z. 15^4 .Jma 


After speech and after writing, which had 
been the slow growth of tlie ages, the art of 
printing sliould be regarded as next in im- 
portance. It lias been called the "art pre- 
servative," the "nurse and preserver of all 
the arts," while other expressions in similar 
vein have been applied to it, and surely, if it 
had no other claim to our gratitude it would 
be worthy of all honor. To preserve for 
posterity the records of the past, the dis- 
coveries of science, the imagination of genius, 
the greatest thoughts of the greatest minds, 
nothing could more properly claim our con- 
sideration and our respect. But printing has 
done more than this. Besides being a pre- 
server of human thought and the record of 
human action, it has been an instructor and a 
civilizer of the human race. While it dissemi- 

Lower case a to i, HH *^'"* 

Intelligent advertisers always select the sheet which 
CIRCULATES among their distinctive line of customers 


Our designs have set the standard for the 
most dainty effects at reasonable prices 


Greatest crops for many years and 
the prices rapidly soaring upward 


Man is a nomad. In his natural state he is 
HAMPERED by the conventionalities of society 


Health is the soul that animates all of 
the enjoyments which this life affords 

Teaching methods changed with 
BETTER results in the aggregate 

Specimens are partlv opened with I point leads 

After speech and after writing, which had 
been the slow growth of the ages, the 
art of printing should be regarded as next 
in importance. It has been called the 
"art preservative," the "nurse and pre- 
server of all the arts," while other expres- 
sions in similar vein have been applied to 
it, and surely, if it had no other claim to 
our gratitude it would be worthy of all 
honor. To preserve for posterity the re- 
cords of the past, the discoveries of science, 
the imagination of genius, the greatest 
thoughts of the greatest minds, nothing 
could more properly claim our consider- 
ation and our respect. But printing has 
done more than this. Besides being a 

Lower ca3e a to i. 13 ems 


After speech and after writing, wliich 
had been the slow growth of the ages, 
the art of printing should be regarded 
as next in importance. It has been 
called the " art preservative " the " nurse 
and preserver of all the arts," while 
other expressions in similar vein have 
been applied to it, and surely, if it bad 
no other claim to our gratitude, it 
would be worthy of all honor. To 
preserve for posterity the records of the 
past, the discoveries of science, the im- 
agination of genius and the greatest 
thoiKjIds of the greatest miiuls, nothing 
could more properly cluiin our respect and 

Lower case a to z, \'I 3-S ems 






6 Point 20 A $0.90 40 a $0.85 $1.75 


Old^Ie is adapted and you have named the class of work for 

Which the Cheltenham type is available. And yet is an entirely different letter, as much 

so as the Jenson Old^yle is from the DcVinne 

n I'uint l.'i A Sl.l-'> 30 a $1.10 $2.'J.'. 


Leader of Fashions for Pnnting World 
Everything necessary for full equipment of printery 

1-.; roilil 1.5ASI.-') :!U ii .$1.J.> $2.50 


Standard and classic publications are 
Now obtainable from this well-known company 

14 Point 12 A $1.45 24 a $1.30 $2.75 


Lovers of Art invited to attend 

Raphael Arties Club on Mora Street 

18 Point 

10 A $1.05 18 a $1.35 $3.00 


Dividend Paying Types 
Cheltenham Old^yle Character 

7 A $l.yO 12 a $1,130 $3..)0 


New Usable Faces 
Fine American Quality 

30 Point 

6 A $2.50 9 a $1.75 $4.25 


Plain Readable 
United $498 States 

S Point IS A $1.00 3li a $1 00 $2.00 


Popularity the ju^ly famous Jenson Old^yle, the 
Continued use ol which is simply marvelous : this is not surprising 

10 Point 16 A $1.10 32 a $1.05 $2.15 


Cheltenham Old^le type is used to convey 

Favorite author's expressions or thoughts to the mind 

The Cheltenham Old^yle 

is an excellent body type for magazines, trade 
papers, educational and religious periodicals, 
also for booklets, folders and other literature 
devoted to advertising. The eye is not wearied 
by prolonged reading of Cheltenham 
cause the type, though thin and compa(5l, offers 
to the reader an extremely legible face. Fully 
twenty per cent more matter can be set with 
Cheltenham in a given space than with any 
body letter now in use. By thus compacting 
the words, the white spaces between them are 
intensified, giving them much more prominence 
as words. The human eye sees only the upper 
half of a line of type. The lower half may be 
cut away and the line can be read easily. This 
principle was taken into account when Chel- 
tenham was perfedled. Cheltenham has been 
chosen to exploit more high grade mercantile 
advertising now before the public than any 
other type face available. This is a sweeping 
statement, but true. Look at the Cheltenham 
specimen sheets until the type may be easily 
identified in every day use. Then note the 
universality of its use : Cheltenham will con- 
front the eye everywhere as the investigation 
progresses, thus proving the truth of its universal 
use. Your competitor with his Cheltenham 
is making new friends and drawing old friends 
just a little closer. Put Cheltenham at work in 
your cases and on your presses. It's a mighty 
type success. Let it win for you, as for others. 

36 Point 

6 A $2.60 8 u $I.<10 $4.50 


Receiving Much Notice 
National Society for Improvement 





42roln( 4 A ^a.OS 6 a $2.20 $.5.2.5 


Neat Quaint Styles 
Beautiful Results Obtainable 

48 Point 4 A J4.00 6 a $2.7.5 .«r,.7.5 


Secure Inve^ments 
Quickly Bring Dividends 

3 A $4.S5 4ii $r,.15 $S.nO 


Unique in Charader 

!A.*6.40 4 a $4.10 $10.50 


Seashore Resorts 





6 Point SpecialCharactersput up with font 20A 40a $2.00 


Letter not only have been fully 'Realized but 
^Oen our i^HCoat Sanguine Expectations haOe been Qreatly Exceeded 

8 Point Special Characters put up with font 18A 36a $2.25 


Indispensable for Modem Booths or Magazines 
Equally Appropriate for Either Story or Display Column 

10 Point Special Characters put up with font I6A 32a $2.50 H Point Special Characters put up with font 15A 30a $2.75 


Enhancing the Chances of (he 
Art Preservative of Arts Beyond Computation 

12 Point Special Characters put up with font 14A 28a $2.75 


'thought ^M^essengers 
Conveying the Jldvertiser's Inducements 

14 Point Special Characters put up with font 12A 22a $3.25 


Houses Situated Everywhere 

American Type Founders Company 

Tiecommended to 'Professional 
Craftsmen ^ver^^ivhere for Engaging JKCerit 

Cheltenham Italic Special 


£1 h r J V w }) 

These Special Characters, in sizes larger than 14 
"Point, are fonled and priced by themselves, and only 
sent when ordered. In 1 4 Point and smaller, the^ are 
put up and sold with the fonts. 

18 Point 

Special Characters $0.75 per font 

lOA 16a $3.25 


Used Extensively) b\) Successful 
"Discerning toasters 'throughout justness Circles 

24 Point 

Special Characters $0.85 per font 

6A 10a $3.60 


Attract Constant Unchanging Customers 

30 Point 

Special Characters $1.00 per font 

6A 9a $4.25 


(Modern Jlrtistic T^rinting Tiesults 

36 Point 

Special Characters $1.10 per font 

5A 7a $6.25 


Numbering 1234567890 





42 Point Special Characters $1.25 per font 4A 7a $6.25 


Being the Famous 
Letter Cheltenham Italic 

48 Point Special Characters $1.50 per font 4A 6a $7.B0 


T^rinting cMlachine.ry 

60 Point Special Characters $2.00 per font 3 A 6a $10.00 


Legible and Stylish 

12 Point Special CharacterB $2.50 per font 3A 4a $13.60 


ylnswer Question 


The Roycroft Series 

Designed, Cut and Cast on the American Line. Patent Applied for and Registered by 

American Type Founders Company 

8 Point 15 A $0.90 30 a $1.10 $2.00 10 Point 12 A $1.05 24 a $1.20 $2.25 


Striking Qualities of Mercantile Printoriai Work and Should Essential in Producing the Finest Magazines 

Receive the Greatest Consideration from Master Printers Receiving Many Compliments from Readers 

ISPmnt 7 A $1.45 12 a $1.56 $3.00 12 Point 10 A $1.16 20 a $1.35 $2.60 

MODERN CHARACTERS exhibition of many publishers 

Handsome Beautiful Stylish J^^n^ly Printed Books by Noted Authors 

24 Point 5 A $1.75 8 a $1.50 $3.25 30 Point 4 A $1.90 7 a $1.85 $3 75 


Original Householder Pnntorial Fashions 

42 Point 3 A $3.10 6 a $2.40 $5.50 36 Point 4 A $2.50 6 a $2.25 $4.75 

Right Design Earliest Season 

48 Point 3 A $3.75 5 a $3.00 $6.75 

Desirable 26 Charaders 

fiO Point 3 A $5.65 4 a $3.85 $9.50 

Easter Hats Ruined 


The Roycroft Series 

Designed, Cut and Cast on the American Line. Patent Applied for and Registered by 

American Type Founders Company 

72 Point 3 A $7.25 4 a $4.75 $12.00 

Liberal Discount 

96 Point 3 A $10.00 3 a $G.0O $16.00 


North Stand 

120 Point 3 A $13.20 3 a $7.80 $21.00 






Wap&iht Porberg 

Jf urnigf) berp sitrong contracts; 
of color, often requircb to giUe 
life to tf)e uniformity of plain 
tppe; tte tppe map be clear anb 
pleasiins. pet its! qualitp can be 
faafitlp intensiif ieb bj> tije proper 
jplacing of contrasting color, or 
its! effect Ijfigtteneb bp a £!pot 
of bnrmonious! gugges!tion. 3n 
siupplping ttje printer toitlj tbe 
best material for producing tbe 
greatest barietp of color results 
Bje IDapsibe Series stanbsalone 
anb gibe tbe most useful aSSort= 
ment eber offereb to tbe trabe. 
tlTbcse iPanbs anb (l^rnaments 
are mabe in tppes h^ American 
tlTppe Jfounbers Co., anb for 
sale at eacb of tbeir brancbes 
anb hp all tbe Special bealers 
in trabe centers of tbe bjorlb. 
^enb pour orbers to tbe Selling 
place tijat is nearest to pou, in 
orber tbat pou map Secure tbe 
earliest Sbipment of tbe goobs. 




The printer who has a good assortment 
of the Wayside Bands and Ornaments, 
in connection with Amencan Line type, 
has the best means of producing attractive 
and up-to-date work. Used intelligently 
and with a little artistic judgment, they 
mark the difference between the common- 
place and the distinctive. There is not 
another collection of typographic decora- 
tions that can equal them for effectiveness, 
and are so suggestive to the compositor. 





• 44TS OOtf ^^•^^^^^^^^ 



•4339 80e 


•43^2 Tftfl 

333 301! 

























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:^s rsfijs/tiss& Tjs& 

•>si 'Si^ ?>'ss '^^ >'£3 sa**^* 

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f^?4>©^ i<^M^>, fe&>®5 
r^^M^^^s fSr;^Jit^r^. Ts»M6SS& 



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f@?4>@> I^M^) ^<^M^>, 







18 POINT ART BORDER NO. 24, 60 INCHES, $2 00 


la !■,,.:, 1 Al'.T huli.jLU IlJ la to IM;ilEa $J 110 



Advertisement Construction 

in General 

Winning Principles, Laws of Contrast, Style, Sym- 
metry, Classes of Readers, Laying out Advertising, 
Proof Reading and Specific Talks on Cause and Effect 

Much has been written on the thousand-and-one points bearing on the scientific construction 
of advertisements, but so far as my observation has led, I have never seen the component parts 
properly divided and considered in sequence. Books by the score have been published— some m 
series— but aside from a little wholesome, well-meaning talk that may tend to set the reader to 
thinking, almost nothing has been accomplished in a practical sense. 

I say this without any desire to criticise others, but to make plain my endeavor in the 
preparation of this work, which is a practical condensation of material that ordinarily should make 
four or five volumes instead of only one, and in this " boiling down " I believe I have made it 
just so much easier for the average busy man to strengthen himself and gain a larger measure of 
skill than would otherwise be possible. 

Of course, the best plan includes not only a thorough digestion of this book, but also a 
complete course of study and practice through my correspondence instruction system. 

The principal reason why business men, as well as the young man or woman desiring to 
adopt advertising as a means of livelihood, can achieve far greater results by becoming my students, 
is due to the fact that I am in constant personal touch with them at every stage, thereby correctmg 
those misconceptions which otherwise are apt to creep in, and to the further fact that the 
competent expert understands what particular practice each individual requires. 

This book, while not a main part of the Powell System, nevertheless supplies a vast fund of 
necessary knowledge that does not properly belong in true correspondence instruction, and it is 
invaluable to the person who cannot spend time as a student, as well as for those who can. 

With this digression we will begin the study of principles governing successful ad. construction. 

To begin with, three land-marks stand out prominently — 

First, — Something that appeals to the reader. 
Second, — Saving of price. 
Third, — Renewed acquaintance. 

Investigate all successful advertisements and you will find that they embody one, if not all, 
of the above, and 1 believe they rank in importance as placed. People will buy that which 
profoundly impresses itself as a useful necessity, or as a luxury that will add to comfort and 


After this— and especially when competition has brought several merchants or manufacturers 
into the market— comes price saving. The American Republic is a nation of Yankee traders, 
and this spirit pervades all classes— from the experienced woman shopper to the millionaire who 
tries to get an " inside " figure on an automobile or yacht. Department stores in the great cities 
long ago found out the secret, and thousands of dealers have made money through this knowledge. 

Then comes the selling power of the "old familiar" announcement that keeps telling new 
facts and reminding you of old ones. 

In these appeals should be considered typographical appearance for catching the wary reader's 



attention, style of writing to insure a reading of the ad., followed by numerous other factors. As 
rapidly as possible we will consider those that are doubly worthy. 

What Convinces. 

Sincerity, either real or apparent, is always a strong card. I recall the case of an Ohio man 
who, several years ago, asked my opinion as to the cause of his failure. He was advertising free 
samples of a product, and when sending the inquirer as per request he made a special offer of $5, 
representing that this was "just what it cost " and adding that it was done to "introduce" the 
article into that particular locality. I told him that if he must lie to at least do it in a more 
artistic way — tell a story that is believable ; and good solid truth is always best. If you don't get 
the reader's confidence and then interest him or her, you would better try some other occupation. 
The American people do not like to be humbugged, Barnum or anyone else to the contrary, 

Much has been written about style in writing, and it is a fact that the ad. writer who 
acquires the art of saying things in a pithy, pointed way will sell the most goods. Heaviness is 
always to be avoided, and perhaps the explanation of a famous editor is just as applicable in the 
construction of an ad. as in editorial work. He said, " I try to write so the reader will be sorry 
that I didn't say more." Of course, he realized that the purely exhaustive effort defeats 
the purpose. 

The rule should be to practice condensation in every possible way. Many a buyer has paid 
a glowing tribute to the advertiser in these words, "your ads. and literature have such a true ring 
that I gave you the preference." No rule can be laid down for the acquirement of this style; 
indeed, I may say that sincerity and enthusiasm in regard to the things you advertise, plus 
conscientious practice in ad. writing, will contribute largely to the formation of a "style" that will 
be peculiarly your own. 

Don't be nervous because you fail to jump to National prominence in a month as a 
wonderful " style " developer. Just keep at it, and be satisfied to turn out better than average 
copy for some time. " Plugging away " will have its effect sooner or later. When you detect 
the ear-marks of extraordinary genius in the vast quantities of advertisements, aim to digest the 
main points of superiority. This book will be very beneficial in this respect. 

And above all remember that what convinces is, first, an apparent knowledge of facts and 
conditions, and second, skill in presentation. When you generalize, be as "chatty" as possible, 
but don't aim to be funny. 

Two Classes of Readers. 

The great periodical-reading public is divided into two classes — those who read ads. more or 
less regularly, and those who don't. As advertising grows better the latter class diminish, yet 
to-day it is not uncommon to hear a person say, " Oh, I never read ads. — don't take any stock in 
them." This is the one great reason why certain publications fail as advertising mediums — 
because the preponderance of their readers seldom read ads. Doubtless, the greatest ad. readers 
are patrons of the live local periodicals, the popular magazines. National weeklies and the country 
mail order monthlies. 

Confusion of Many Things. 

The average reader does not care as a rule to analyze too deeply the points in an ad. He 
is, however, greatly interested in the efforts of the ad. writer who does it for him. A great error 
is in introducing in an ad. many obscure points, each lacking in proper treatment. This fault is 
due mostly to attempting to crowd into a given space too many ideas. In a large department 
store ad. this is seldom seen, as each section is usually a complete small ad. in itself, but in general 
or special work a few strong points are too often sacrificed for mere flowery effect. Be careful to 
avoid confusion by introducing features and failing to make clear the points that are vital. A 


page magazine ad. set mostly in 6p. or 8p. type to admit the mention of a dozen "features" is 
too often a drain on the advertiser's bank balance. Those who adopt this method usually try to 
catalog in one ad. about everything that was ever thought of concerning the goodness of the 
advertised product. It's a mistake. 

Form and Symmetry. 

A careful study of those advertisements which seem to possess marked characteristics is very 
important. Young ad. writers will be benefited by going through the current magazines and 
clipping whatever ads. loom up as delightfully conspicuous. A great deal of the ad. work is 
along standard lines and is not worthy of scrap book distinction, but now and then a real gem will 
be found. 

A well balanced ad. is almost invariably one having few characteristics, for the reason that 
many features in one effort are likely to defeat the purpose. If there be a strong background with 
pen-lettered title or display, with or without illustration, the balance of the ad. should be plain 
text type. To introduce additional "features" in the latter, in shape of more type display or other 
unique ideas that, alone, would be catchy, is almost invariably disappointing. 

Striking simplicity, after all, should be the thing most eagerly sought after. 

Laws of Contrast in Attracting Attention. 

The believer in the "psychology of advertising" has given us many fine theories for his faith, 
but since psychology is soul science it is difficult to properly connect it with the influence an adver- 
tisement exerts. 

One of these theories, if I remember correctly, was published a few years ago, and it was 
based on the superiority of the black background over the ordinary black type effect, the latter of 
course meaning a white ground — or blank space. Examples were produced to prove the conclusion, 
but the professor who offered the discovery had overlooked other important bearings — chiefly the 
laws of contrast, which always affect prominence and the possibility of anything being quickly seen. 

A small boy in company with several men may be the most conspicuous of the lot ; a white 
geranium in the center of a bed of deep red ones may force its individuality before any one of its 
host of gaudy mates is even noticed, and the same is true of a mass of advertisements. Let every 
ad. have a black ground, and a simple type and outline effect like any one of those shown from 
Nos. I to 19 in the Cyclopedia of Ads. in the latter part of this book, will be the center of 

Naturally where a magazine ad. of sufficient size can have a special design with black back- 
ground without crowding out the necessary text, it will attract attention much quicker than a mere 
type ad. with or without illustration, unless the latter is particularly chaste and has a good, promi- 
nent display head that alone is sufficient to arrest the casual reader's attention. 

Once that attention is arrested, then the text must do the rest. Don't pin your faith to black 
backgrounds or any single style, but strive to employ a choice adaptation of all the best things that 
go to make up ad. prominence and readability. 

Always remember that many a customer has been made because an ad. caught the hasty 
reader's eye, and the display or first line or two of text compelled him to read every word. 

I will here relate an incident connected with the publication of the booklet " New York 
1626-1901," which I prepared for a large realty corporation, my charge being |ioo.oo a day for 
the two days' labor involved. The cover design was printed in deep green ink on a green cover 
a trifle lighter in shade, and it gave a very strong effect, although the background, as will be noted 
by reference to the department on Booklet and Catalog Writing, is white — the reverse of the 
"psychology" contention. This booklet was printed in Buffalo, and the morning I received the 
first few advance copies by mail I took them with me to a bank, and as I stood in line an elderly 


gentleman tapped me gently on the back and inquired: "Can you tell me where I could get one 
of those very attractive booklets I accidentally caught sight of over your shoulder?" He after- 
wards informed me that it was the best real estate argument he had ever read, and the most 

A New York printer who occasionally dabbles in real estate had one of these same booklets 
sent him, and long after making my acquaintance he acknowledged that he couldn't resist looking 
inside after seeing so original and effective a cover, and that the first two paragraphs of the text 
caused him to neglect an important rush of business until he had devoured the last page. 

And this is the true secret — first catch your man's attention, and have the text so absolutely 
free from dryness and commonplace nothings that he will be almost compelled to take in all the 

The Importance of Frequent Paragraphs. 

Paragraphs are "relief stations" which rest the eye and enable it to start fresh on the next 
reading journey. 

Few ad. writers appreciate or understand the importance of making a long text a series of 
talks, instead of having a solid mass that requires the most undivided attention to avoid losing the 

Another argument in favor of frequent paragraphing is the fact that the casual reader often 
plunges right into the middle of the chatty text at the beginning of a new paragraph, and the 
interest thus aroused generally results in the whole ad. being carefully perused. This is impos- 
sible where the text is unrelieved by break line or paragraph indention. 

In the small classified ad., of but few lines, this breaking up of the text is wholly unnecessary, 
as the eye performs its task in very brief time. Purely descriptive matter, too, when short, re- 
quires little or no paragraphing. 

Relief is a potent word in good ad. writing because it makes reading a pleasure and introduces 
variety that holds the interest. 

Carrying this principle still further, we find ads. like specimens from Nos. i to 1 8 of the 
Cyclopedia, in the latter part of this book, highly interesting and easily read, because of variety in 
the illustrative and the conversational text, which is carried to the limit in paragraphing. 

In booklet writing, about three or four times as many paragraphs as are usually arranged for, 
would improve the interest a hundred per cent. Note in the department " Booklet and Catalog 
Writing," the reproduction of " New York 1626-1901;" and then compare the paragraphing 
feature with almost any other booklet effort that you may have handy. 

Then glance at the text in specimen No. 9, and see how interestingly the story is told, due 
in no small degree to frequent paragraphs and legible type which prevent any straining effort. No 
matter how expert one may become, his or her work will be badly handicapped without more or 
less resort to paragraph relief. Indeed, no great skill is possible without it. 

After an ad. writer has achieved a certain degree of proficiency one of the best practices pos- 
sible is to find a long-strung-out text, and re-write it in the chatty, conversational style, which 
compels substituting snappy business statements in place of unnecessary and cumbersome word- 
ing. This pruning process, too, makes room for the white space. 

The wider the measure, the less we can paragraph, because the unique method of expression 
that properly goes with much paragraphing is too short for extreme width, like the introduction of 
a large department store, perhaps. 

But the ad. writer should give much study to the number of words usually written in a para- 
graph intended for single as well as for double columns. 

Then, again, remember that an 1 8 point text type may produce the proper effect in say a four- 
column measure, where 12 point would leave too much break at the end of each line. 


Without using much more space in considering the great value of frequent paragraphing, I 
will only add that the seeker after perfection should aim to have not more than one successive 
new paragraph end in a single short line. 

Have a paragraph of two or more full lines follow the single break line paragraph, and then 
the next paragraph may be another one-line break. 

This applies mostly to ads. larger than four or five inches single column, set in 12 point. In 
the latter, good results are often obtained from a quick swing, as will be seen in such retail ads. as 
are reproduced in the Cyclopedia, notably those of Rogers, Peet & Co. 

Double column ads. will not admit of this extremeness. 

Getting Material. 

Advertisers who employ ad. writers naturally have to supply the material for the copy. 
Certain business men erroneously suppose that in order to write to best advantage, or even at all, 
it is necessary for the writer to know all about a business, and that on this account the specialist 
not in a firm's employ is incompetent. It is true that good ad. work can only result from a : 
knowledge of what should be written, but any expert once given the facts in the case quickly 
knows what should be used and what should not. 

A manufacturer of oil tells the ad. writer that his goods are best, will lubricate the most, etc. 
He has some printed matter, perhaps, and quantities of testimonials, reports of tests, and a car load 
of other rich material for working up. 

The ad. man knows nothing at all about oil, except that it is used for many things, but as he 
makes a study of the subject with the enthusiastic manufacturer he soon sees possibilities, and they 
multiply rapidly. With this ammunition he proceeds to lay out a series of ads., each taking up one 
or two points, perhaps, and giving in a readable style those facts that his trained mind knows will 
interest buyers. 

The expert ad. writer, in a word, knows what to do with that rich mine of " data " that the 
average business man doesn't know how to separate, write entertainingly about, and clothe in suit- 
able typographical and illustrative habiliment. 

The expert ad. writer is not unlike the physician — he can prescribe the proper treatment 
without necessarily being obliged to contract all diseases for the sake of knowing everything from 
the patient's standpoint. 

In department stores the advertising manager gets his daily material from the various depart- 
ment heads, who, of course, make known facts and prices. Small retail advertisers who use ad. 
writers handling several other customers' work, often give out the data at one time for a week's 
ads. — Shirts on Monday, Suits Tuesday, Shoes Wednesday, and so on. The ad. man then goes 
back to his office and lays out the copy along these lines and provides everything in shape of ideas 
for illustrations, and superintends the artist who draws them, securing plates, and in fact taking the 
entire work off the busy business man's hands. The latter may see the copy and cut Ideas, and 
make suggestions or not as he sees fit, but he is relieved of all bother after originally telling what 
he wants advertised. 

Why Competition Stimulates Trade. 

While it is true that a brand new advertising proposition often returns its greatest profits while 
it occupies the field alone, yet it will be found that such a condition is mainly due to the transient 
nature of the scheme, which can only be short-lived at best. 

In the broad sense competitive advertising Is a good thing, because of the greater amount of 
public education. 

For example, a country mail order paper that carries but one cheap watch ad. will pay that 
particular advertiser a smaller profit. If indeed any profit, than it would were a dozen competitors 


using its columns regularly. Readers may ridicule the single advertiser, who claims to sell a ^lO.OO 
watch for $3.95, but when a number of other dealers advertise similarly a certain legitimacy seems 
to obtain, and all reap their share of the profits resulting from this combined educational force. 

The one thing to remember in this connection, however, is that while sensible competition is 
beneficial, yet a slavish copy of another man's advertising and scheme generally fails. There is 
hardly a business that does not require more or less constant changes or additions, and the mere 
copyist generally hasn't brains enough to enable him to analyze his own business, let alone that of 
his competitor. 

Local stores always do more business when a healthy advertising competition exists, and the 
only exception is where a dealer runs badly prepared copy that tells little or nothing, while his 
competitors employ those who are experts in ad. construction, and consequently secure interest — and 

Let the advertiser think less about " ruinous competition," and more about doing better 

How to Answer Your Competitor. 

One word answers the query as to how an advertiser can reply to a competitor without loss of 
dignity— DON'T. 

At least don't attempt any direct answer by use of a competitor's name, or by thinly veiled 

People buy goods and not grievances, and they are apt to think mighty little of the fellow 
who goes out of his way to sling mud at a competitor. 

There is no selling value in an abusive tirade. What the public wants is particulars concern- 
ing your business or product — not a free admission to the washing of dirty linen. 

There are, however, methods that may be employed in exploiting your goods to the detriment 
of inferior competition, but at best it is a game to be played with great discretion. If you can write 
an ad. that will cause the other fellow to attack you, and thereby succeed in getting him into a trap 
that will apparently justify your making an indirect and final reply, you will achieve considerable 
reputation as an advertising expert, even though your efforts fail to bring new business, for it is safe 
to say that smartness in closing up the mouthings of a rival doesn't usually move merchandise or 
create a new demand. 

In this connection, I recall an effort of mine, dating back about fourteen years, while advertis- 
ing manager for one of the largest bicycle manufacturers in America. 

As many recall, rampant rivalry of those days brought about strained efforts for impressing the 
public. Salaried riders were openly and secretly employed to make records and it was common for 
an advertiser to publish a list of machines that his own had defeated in some contest. Occasionally 
some indirect allusion in an ad. would rouse a competitor's ire, for it is human nature to resent, m 
a measure, misrepresentation and untruthfulness. 

Something of this nature crept into the local advertising of the Warwick Cycle Co., and the 
President of my company directed me to " go for them hard." 

Here was, indeed, a nice little problem. The Warwick output of the previous year had been, 
to say the least, unfortunate in mishap and break-down, but as I have said, direct attack was wholly 
out of the question, and no allusion would have been made had these makers attended strictly to 
their own affairs. 

To make relations more strained the head of the Warwick company had several years 
previously been employed by my company, and when he left to go in for himself he had 
unfortunately incurred considerable Victor displeasure. 

A careful survey of the proposition ended in the following ad., which occupied generous space 
in the leading city dailies : 


Bicycling Advice Free. 

Spring here, snow gone, roads getting into condition — a world of meaning to bicyclers. How 
are you fixed to enjoy it ? No wheel ? That's bad. You need a little money and good advice to 
start you right. We give the latter gratis — worth dollars if you heed it. 

Don't buy a bicycle because some anxious dealer or maker tells you it's the " highest grade," 
"the best," etc. IS IT? That's the question. Learn something from the riders of the wheel 
you think of buying. Ask how they liked last year's model. Inquire how cheaply you could buy 
one now. Lots of 'em that never trod the earth — new '90 models — go begging at $50 apiece. A 
dead failure, weren't they ? 

Can makers of bad bicycles in 1890 jump to perfection in 1891, phoenix-like, at a bound, in 
the space of but few months ? What bosh ! Who believes it ? 

What reason have you to believe that the '91 models of such makers are "highest grade" 
when similar claims were made for what they now admit " weren't quite right " ? Was Rome built 
in a week ? It takes a whole season — all of that — to test the merits of a new bicycle. Rough 
roads, hard usage, and varying conditions tell the story. Don't buy experiments. Wait till they 
are tried. 

Speaking of the really highest grade bicycle, there's one make that carries weight in the cycling 
world, one name that stands for Best, Thoroughness, Advancement, Brains, Skill, Enterprise — for 
all that makes one bicycle the favorite throughout America. You know the name — VICTOR. 
Every man, woman, and child within fifty miles of Springfield knows it. Never is the word " best " 
used in connection with a bicycle without they apply Victor to that best. 

Ten years a leader, and never sold for less than schedule price. Ridden and indorsed by 
thousands all over the land. Always the best. 

Ask Victor riders and get an art catalog. 



It may be well to note that the Warwick product had been sold at cut prices, especially as the 
season waned, which was an unpardonable sin from the high grade maker's standpoint. The 
word "perfection," although brought in without the use of a cap P, had a deep significance, 
Warwick Perfection Bicycle being the 1891 name. 

The effect, therefore, was reasonably direct and yet personalities had been kept out. 

This effort quickly brought out a "reply" from the Warwick ad. room headed, "It's a Hit 
Bird That Flutters," and it was extremely flat and foolish. 

I had sprung the trap and the next day the following ad. appeared : 

"A Guilty Conscience Needs No Accuser." 

Second grade bicycle makers are no rarity — the woods are full of 'em. They are generally 
distinguished by poor wheels, bad records, and over-sensitiveness. When riders are given advice 
for separating the chaff from the wheat— poor bicycles from the good— the frightened maker cries 
out like the guilty schoolboy, "Please, sir, 'tain't me." 

"A guilty conscience needs no accuser," for it can no more withstand the light of investigation 
than a butterfly could endure the blows of a steam hammer. 

Beware of the maker who is haunted by honest words — of the one who is ever ready to "put 
on the coat" of disapprobation. 

Buy a Victor, which is made in the largest and finest bicycle plant in America devoted exclu- 


sively to the production of high grade machines. Night and day the hum goes on, week in and 
week out, stopping only for Sundays. 

Have you sent for our art catalogue? 



It is needless to say that this permanently stopped further Warwick reply. It is also need- 
less to say that I would not mention this incident in this book, only for the fact that the 
Warwick Wheel ceased to exist years ago. 

At this time, it seems to me that this sort of advertising was justified, since direct personali- 
ities were eliminated, and more than that, a damper was effectually put on misleading statements 
and inferences. 

The student will find considerable food for reflection in the two Victor ads. in question, 
especially as they have that "ring" and "swing" which do much to keep the reader interested. 

The first one is a pretty good argument in favor of Victor Superiority, and would not be 
construed as an attack on any particular make of wheel. The second ad. would have been less 
appreciated save for the Warwick people "putting the coat on" and "butting in." 

In all my experience, I have never had another opportunity in which such tactics seemed 
permissible, and it is a good thing that such conditions are infrequent. 

One source of aggravation is through the efforts of competitors who persistently copy your 
ideas, both in business and advertising. For example, I originated some two or three years ago a 
two-page reading ad., with an emblematical heading and other characteristic features, such as "by 
George H. Powell," a unique arrangement of testimonials, portraits, etc., etc. 

Early in 1905 a competitor began a slavish copy of this particular style, and while it of course 
is a public admission of my originality, yet I felt justified in incorporating in some of my ads. the 
following as a closing paragraph, which would raise in the reader's mind serious doubt as to the 
usefulness of a correspondence school that saw the necessity of copying the efforts of a competing 

" Look over my signed ads. and advertising methods of the past two or three years and compare with the frantic attempts 
of the last remaining imitators to copy my style, arrangement and expressions. The Powell System has driven about the last 
unworthy course to the wall." 

Again, no names are mentioned, and the strength of this paragraph lies in its truth about the 
alleged offense which the doubting reader can easily confirm. Otherwise the unsupported 
statement would become mere wind, and do more harm than good, probably. 

And finally, above all things, keep personalities entirely out of your advertising, and never 
make a leader of your competitor's trickiness or inferiority. Make it a sort of clincher in support 
of good business talk, in the wind up. 

Laying Out the Ad. 

The diagram, specimen No. i, shows how the ad. writer prepares his ad. plan for the printer. 
This enables him to show the latter just what style and shape is desired. Of course, where an ad. 
consists only of a design, as commonly used in general advertising, with a blank space for the 
text type, no lay out is needed and it is only necessary to mark No. 1 in the blank of proot, and 
make a corresponding number on a sheet where there is plenty of room for writing. 

To lay out an advertisement measure off the exact size with a ruler, and then fill in roughly 
with a pen the important display lines as shown. No need to imitate any size or style of type or 





56 fo. 


Joh n Jones ^ Co. 

Men's Correct Dress-- 

Tor Social Functions 


Are You Ready 
rorThe Horse Show! 




The Smartest Assortment 



Specimen No. 1. 

border. The small body part should, if necessary, be written on a separate sheet of paper where 
there is plenty of room, viz., for the spaces Nos. i and 2. To know how much space you have 
for wording find some ad. in a paper that has about the size type you want, and then count the 
words you can get in a given space and write accordingly, or consult table on page 14. If 
you have a proof of the cut or cuts to go in an ad., paste where you want to show, or mark off the 
space, and the printer will understand when you hand him the cuts; but if more than one cut, 
mark the description for identification. 

Proof Reading. 

Specimen No. 2 shows the marks employed by proofreaders in correcting errors of compo- 
sition, and the explanations are so clear and the applications so direct that nothing additional is 
needed. It may be well to state, however, that while these marks are 99 per cent, standard, yet 
there are variations in other systems, in unimportant detail. Any printer will understand any 
mark in use. 



Proof Reader's Correction Marks, 

with All Necessary 


The student in proof reading should 
practice these marks by looking over and 
marking proofs full of errors. Practice is the 
only thing that will make perfect, and if the 
reader can obtain extra copies of proofs from 
some piinter it will be well worth the trouble. 
Students of the Powell Correspondence System 
of Instruction are furnished with error sheets 
for correction. 

«^ / Thoug 
'the indivi 

Thoucth several differing opinions exist as to 

ndividual by wWom the art of printing was 

first discovered; yet all authorities concur in 

admitting Peter Schoeffer to be the person ^ 

who invented cast metal types, having learned 

'Jj tlie art of of cutting the letters from the Gu- 

5;/ tenbergs/ he is also supposed to have been 

'# the first whoengraved on copper plates. The ' 
A A J 

following testimony is preseved in the family, 

' t^by'/jo.l^Fred.'/Faustus.^'of l^Ascheffenburg: 

■oi — I /\ ' Peter Schoeffer. of Gernsheim, perceiving 

"\y his master Fausts design, and being himself 

"y, ^desirous \ ardently] to improve the art, found 

out (by the good providence of God) the 

method of cutting ( iiuidetidi ) the characters 

in a matrix, that the letters might easily be 

''/ singly cast! instead of bi^ng cut. He pri- 

" I vately cut matricesj^ for the whole alphabet 

Faust was so pleased with the contrivan 

"^s.l he promised J*eter to give him \neron\y 

■' -'^ughter Christina in marriage, ^;r promise 

^which he soon after performed. 





^_ji ^ But there were many^.<lifficulties at first ^"^ 'I 
with these letters, as^/tnere had been before 

^ . with wooden oney the metal being too soft 
to support th^^orce of the im pression: but ^ 
this defect was soon remedied, by mixing 
a sutj^nc e with the metal which sulliciunlly 

5 Q ha^cned it/ 

/\ ana i^ue/i, ue :)/ioi^c(/ /u,> 7?ta,4^cl, //le 
ce/^e-l^ ccM^ Aom ^u&}e ■nia^U'ceij 

Specimen Xo. 2 


Explanation of the Corrections. 

A wrong letter in a word is noted by drawing a short per* 
pendicular line through it, and making another short line in 
the margin, behind which the right letter is placed. (See No. I.) 
So with whole words also, a line being drawn across the wrong 
word and the right one written in the margin opposite. 

A turned letter is noted by drawing a line through it, and 
writing the mark No. 2 in the margin. 

If letters or words require to be altered to make them more 
conspicuous, a parallel line or lines must be made underneath 
the word or letter, — viz. for capitals, three lines ; small capi- 
tals, two lines; and Italic, one line; and, in the margin oppo- 
site the. line where the alteration occurs, Caps, Small Caps, or 
Ital. must be written. (See No. 3.) 

When letters or words are set double, or are required to be 
taken out, a line is drawn through the superfluous word or 
letter, and the mark No. 4 placed opposite in the margin. 

Where the punctuation requires alteration, the correct point 
should be written in the margin. (See No. 5.) 

When a space has been omitted between two words, a caret 
must be made where the separation ought to be, and the sign 
No. 6 placed opposite in the margin. 

When a word should form a compound with another, it is 
denoted as in No. 7. 

When a letter has been omitted, a caret is put at the place 
of omission, and the letter marked as No. 8. 

Where a line is too widely spaced, the mark No. 9 must be 
placed between the words and also in the margin. 

Where a new paragraph is required, a quadrangle is drawn 
in the margin, and a caret placed at the beginning of the sen- 
tence. (See No. 10.) 

No. II shows the way in which the apostrophe, inverted 
commas, the star and other references, and superior letters 
and figures, are marked. 

Where two words are transposed, a line is drawn over one 
word and below the other, and the mark No. 12 placed in the 
margin; but where several words require to be transposed, 
their right order is signified by a figure placed over each word, 
and the mark No. 12 in the margin. 

Where words have been struck out that have afterward 
been approved of, dots should be marked under them, and 
stct written in the margin. (See No. 13.) 

Where a space sticks up between two words, a horizontal 
line is drawn under it, and the mark No. 14 placed opposite, 
in the margin. 

Where several words have been left out, they are tran- 
scribed at the bottom of the page, and a line drawn from the 
place of omission to the written words, (see No. 15;) but if the 
omitted matter is too extensive to be copied at the foot of the 
page, Out, see copy, is written in the margin, and the missing 
lines are enclosed between brackets, and the word Out is 
inserted in the margin of the copy. 

Where letters stand crooked, they are noted by a line, (see 
No. 16;) but, where a page hang^s, lines are drawn across the 
entire part affected. 

When a smaller or larger letter, of a different fount, is im- 
properly introduced into the page, it is noted by the mark 
No. 17, which signifies wrong fount. 

If a paragraph is improperly made, a line is drawn from 
the broken-off matter to the next paragraph, and No H written 
in the margin. (See No. 18.) 

Where a word has been left out or is to be added, a caret 
must be made in the place where it should come in, and the 
word written in the margin. (See No. 19.) 

Where a faulty letter appears, it is denoted by making a 
cross under it, and placing a similar mark in the margin, (see 
No. 20,) though some prefer to draw a perpendicular line 
through it, as in the case of a wrong letter. 

Where a word has been accidentally separated by a space, 
it is marked as iti No. 21. 



Preparation of Retail and 
Local Advertising 


Orieinal Wanamaker Advertising, Developments, Models for Lar^e and Small 

Retail Advertisers, Suitable Typography, Display, What to 

Say, Classified Advertising, Puffs, Etc. 

The fact being established that advertising pays when properly executed, a brief resume'of 
the development of retail and local advertising will be of interest. 

Twenty-five years ago merchants were universally using the most commonplace copy for their 
newspaper announcements. Irregular display, lack of individuality and absence of real news 
features were the chief characteristics of this period. Special illustrations were unknown. The 
professional advertising writer did not exist. 

But May i, 1880, saw the beginning of a new era, for on this momentous day John Wana- 
maker Inserted in the Philadelphia papers the first single column, 1 2-point-Old-Style-Roman 
advertisements ever seen in this country, and it seems fitting that they shall be given precedence 
in this department. Specimens Nos. 3 and 4 are the efforts in question and they were at that 
time many steps in advance as regards the conversational, chatty style. 

One thing I wish particularly to impress at this time— the fact that these early ads. were 
mostly "introduction," and that description and price occupied very meagre space. 

Imitators of the so-called Wapamaker style sprang up in various parts of the country, and 
they apparently failed, for the most part, to grasp the vital elements which insured success. In 
many instances the efforts were painful and labored, and as a result the new born imitative " Ad 
Smith " shortly found himself a discredited specialist who couldn't get paying results. He lacked 
experience and the proper training. 

But the Wanamaker advertising progressed rapidly. Gradually a whole column space per 
day was reached ; then a column-and-a-half, two columns, and so on, until the full page, Jan. i, 
1899, marked the culmination of nineteen years of careful planning and forward march. ^ 

As time rolled on the Wanamaker store discovered that bargains and descriptions were 
mighty advertising factors, and that the "hot air" and "self-congratulation" which are very useful 
to a certain extent, will not keep readers interested forever. And the reason is plam. 

An examination of specimen No. 5, the 1905 style, shows the change adopted. It shows, 
also, the use of illustrations and sensible sub-head display lines— something that tells you what 
sort of merchandise is to be thrust under your very eyes at attractive prices. 

Every Wanamaker ad. of to-day contains, as a rule, the successful features which make retail 
publicity a success — 

First, chaste, sensible display which gives plenty of prominence, and is legible. 
Second, illustrations that illustrate the merchandise, and not some unimportant display or 
far-fetched phrase. 

Third, good introductory text which is of interest to shoppers. 
Fourth, good descriptive matter and prices in type easily read. 

I only give the Wanamaker advertising prominence because it was the first good retail effort, 
and because it has no superior to-day. All large cities now have their expert ad. writers, and 
Wanamaker is not the only pebble, but a single reference in this connection is sufficient. In fact, 
all good department stores of any importance use the same general ideas, although some ad. 
writers surpass others in arrangement and introductory smoothness. The latter feature with 
Wanamaker was at the beginning, as now, beyond criticism. Some stores make no attempt to 
introduce brief, flowery talk, but there is no doubt that it does much to break up monotony. 









For dry goods and general 
merchandise: Thirteenth, Mar- 
ket and Chestnut Streets. 

For Men's and Boys' Cloth- 
ing, ready-made and to order: 
Oak Hall, Sixth and Market 

For the finest clothing ready 
made, and for the finest mer- 
chant tailoring : Chestnut, 
between Eighth and Ninth 

The one feature of these 
stores, which has made them 
what they are, is that every 
buyer goes out of them satis- 
fied. He can't help being 
satisfied — the goods are ex- 
actly what they are sold for, 
and the prices are the lowest 
to be found anywhere. The 
buyer enforces these promises 
by returning anything he 
doesn't want at the price. 

Visitors from curiosity wan- 
der at will or are conducted 
by guides as they may prefer. 
They are welcome. 

Ladies cannot afford to 
make their own underwear, 
whether for economy or qual- 
ity. Our prices are little more 
than the usual cost of material, 
even for low priced goods we 
use excellent muslin ; and the 
work whether fine or plain is 
alike good. 

Ready made underwear has 
greatly improved within a year. 
Thousands of garments are 
made exactly alike ; and how 
to do each part of the work 
better and better and cheaper 
and cheaper, is our study; and 
not ours only but of the 
experts we employ. 

The bulk of the under- 
clothing now worn in Phila- 
delphia is ready made, just as 
the bulk of Men's and Boys' 
clothing is ready made, and 
for the same reason, viz., most 
people prefer ready made 
clothing at the price. 

We have had our share in 
bringing down prices and in 
helping people to better cloth- 
ing, as our townspeople know. 
W^e are selling certain articles, 
of which we have too many at 
a quarter off to-day. 

Ladies' underclothing is just 
West of the Chestnut Street 

Thirteenth, Market and Chestnut. 

Specimen No. 3. 

It is another kind of 
" relief station," that sepa- 
rates a solid mass. 

The full page Wana- 
maker ads. are practically just 
so many store papers, and 
their news value to shoppers 
cannot be overestimated. 

The Wanamaker rule is 
to use just as much space as is 
needed day by day. There 
is no set plan. Those depart- 
ments which need stimulation 
are advertised, and no at- 
tempt is made, save possibly 
in some of the page adver- 
tisements, to fill a regular 
given amount of space. And 
a pretty good lesson it is to 
inexperienced advertisers. The mere "filling of space " has 
blasted the hopes of many a retailer, who did not know that 
his advertising should be newsy, chatty and deal only with 
attractive merchandise — without undue padding. 

One more consideration before taking leave of the Wana- 
maker advertising — his merchandising policy. Wanamaker 
stands back of every sale. One of his clerks sells you a misfit 
pair of gloves which you return after wearing a few days — you 
get a new pair that does fit, or your money back without a 
quibble. The ruling principle is to give the customer a square 
deal every time, and to immediatelv right every wrong. Over- 
stating facts is absolutely prohibited. 

Broad policy, clever advertising and a continual striving 
to keep just a little ahead of competition is the sum total of 
Wanamaker success — with one factor missing. And that one 
factor is Mr. Wanamaker's own commercial instinct, without 
which no man can tower so conspicuously above thousands of 
other great dealers. 

Of course, this famous merchant has always employed the 
highest priced advertising managers and assistants, because he 
isn't foolish enough to waste his own time, when more import- 
ant things demand his generalship ; but, nevertheless, he did 
early acquire ad. writing ability and has ottcn prepared certain 
characteristic copy. 

Type and Border for Retail Advertisements. 

Old Style Roman for text matter and one display style, 
such as Winchell, Blanchard, John Hancock, etc., are equally 
useful in the small dealer's ad. or in the page department store 




The Boys are out of school 
to-day; and their Spring 
Clothes are ready. Spring 
weather is coming. 

Little Boys' Suits from $2.50 

Middle Sized Boys' 

Big Boys' Suits 


1. 00 
1. 00 

These are our bottom prices; 
but the stuff will wear — we 
waste no work on bad cloth ; 
it wouldn't pay. We have 
plenty of higher prices, 

Chestnut, between Eighth and Ninth. 


We are making to measure 
a business suit from fifty or 
sixty excellent all-wool fabrics 
at Twenty Dollars. It is 
worth more than Twenty 
Dollars. It is good enough 
for anybody. 

There is a great variety in 
these goods. The town is 
not going to be flooded with 
all of one sort ; nor of one cut 

Oak Hall, Si.xth and Market. 

Specimen No. 4. 

spread. Simplicity and chaste effect cannot be obtained by a 
mixture of many different styles of type. 

I give Old Style Roman first place as a text type for the 
reason that it is the best all-round face in existence — always 
easy to read, and affording more actual relief to the eye than 
any other design. 

Types of the Avil-Cheltenham standard are particularly 
good from 12 point up, as I have elsewhere stated, but their 
novelty is something, and were they to enter into ad. compo- 
sition as largely as Roman does, the massing would un- 
questionably tire the eyes. 

I do not care for text set in French Old Style or Elziver, 
which are almost the same, as a condensed letter is not so 
agreeable to the eye as a square face. See specimens Nos. 5, 
6, and 7, and compare the text with Caslon Old Style. 

Specimens Nos. 27, 28 and 29 show the virtue of limited 
display and one style, although the display in No. 28 is John 
Hancock for most of the headings, and only resorting to 
John Hancock Extended in some of the double column de- 
partments because of the few words in a wide measure. 

The use of borders for retail advertising should be limited, 
and only in large ads. can they be employed with much 
freedom. The common custom of using a i2-point border 
on a retail ad. of but a few inches space is generally unnecessary, 
because it eats up room and curtails more important things. 
My preference in this kind of advertising is nothing larger 
than 6 point and even a 3 point border is large enough. The 
ideal small ad. of this class has no border at all. Borders 
Nos. 3095, 3628, Wayside 473, etc., are good only on very 
large ads., such as full, half and quarter pages, etc. Many 
use only a double rule effect such as may be noted on the page 
of Newspaper Borders. 

The reason why border elaboration in retail advertising is 
unnecessary is because the dealer who runs good copy regularly 
tells his story so interestingly, and provides such good illustra- 
tions that the community is educated to look for his announcements and under such conditions the 
"eye-blazing" effect is out of place. An examination of the first eighteen ads. in the Cyclopedia 
will make my meaning plain, and it may be well to add that thousands of Greater New Yorkers 
regularly look for them, even though some are contrary to the best standards. 

Proper Display Heads. 

Nothing is simpler than the correct displaying of an ad. Very few rules are needed, the prin- 
cipal one being an avoidance of display type for words that alone mean nothing. For example: 
"IT IS GREAT." Now this at the commencement of an ad. is a most foolish waste of space, 
as the casual reader who is in the market for clothing, furniture or other things, will nine times 
in ten, not be interested, and therefore a possible customer may be lost. 

Supposing the ad. is about clothing and the display is "$20 OVERCOATS AT A HALF" 
can there be any doubt as to the superiority of this specific information in comparison with some- 
thing that is equally applicable to beer, drugs, etc.? 




is this queer old store — 
yet always one in prin- 
ciple. To-day s news 
shows this very well. 

yum ping f r o m 6 c 
chambray we now an- 

Reduced Prices on 
Our Finest Sables 

Our finest 
Russian sable 
neck furs and 
muffs as well 
as the Hudson 
Bay sables. 

At least one- 
third reduc- 
tion on every 
piece; on 
some, more. 
Simply be- 
cause we start 
each season with fresh goods ; 
couldn't if we didn't sell 
these furs before the winter 
is over. 

The color of sable varies 
considerably from a light to 
a very dark brown, the dark- 
est skins being the more 
desirable among the Russian 

Hudson Bay sables, which 
belong to the marten family, 
get their name only from 
their resemblance to Russian 
sable, are never quite so dark 
as the imported skins. 

Every piece of sable that 
we sell is chosen for its 
beauty of color, fineness, 
softness and perfection. 

Natural Hudson Bay sablo fancy boas, 
fur both sides, furnished with tails 
and claws on back and ends, $50 
was $85. 

Four-skin natural Hudson Bay sable 


boa, fur both sides, trimmed with 
numerous tails, heads and claws, $60 
was $90. 

Fancy four-skin boa, of natural Hud- 
son Bay sable, trimmed with tails 
and head, ends can be worn tied, ifTo 
was |110. 

Fancy broad collar of Hudson 
sable, trimmed with sable tails 
claws, $90 was |135. 

Russian sable four-skin double boa, 
trimmed with numerous tails and 
natural heads, $100 was $150. 

Russian sable three-skin double boa, 
trimmed with tails and claws, $115 
was $175. 

Hudson Bay sable stole, fur both sides, 
trimmed with tails, $130 was $200. 

Russian sable eight-skin set, straight 
boa, furnished with tails and claws, 
large pillow muff, $-425 was $650. 

Winter- Weight Reefers 
and Jackets for Girls 

about half us- 
ual prices. 

65 regula tion 
reefers, $4. 

Blue and 
dark brown, 
brass buttons, 
chevron on 
sleeve, cam- 
^ y el's-hair chev- 

iot, cut on boys' 
patterns. Sizes 4 to lo years. 
Worth ^7.^0. 

75 kersey jackets, $5. 
All black; trimming of nar- 
row braid, lined with satin; 
worth ^10 according to us- 
ual standards, were ^7.^0 
here, but the little remainder 
must get out of the way — 
cut over generous patterns, 
small women can be fitted. 

(Second floor. Chestnut street) 

Women's Suits, 
$18 and $25 

Made from surplus lots of 

The $1S kind cheviot— worth $25. 
The $2") kind broadcloth— -worth $-10. 
Most black, with a scattering of blue. 

Pleated skirts, with long 
tight-fitting coats — of course, 
we selected our own style 
and chose that which has 
been selling best all winter. 

(Second floor. Chestnut street) 
S|)cciinon Xo. 5. 

Blankets, Spreads 

Now is the 
ber all that we 
have been say- 
ing about Mis- 
sion Mills 
blankets — that they are the 
best to be had, and that we 
sell them exclusively (in 

For here are TO pair of 
Mission Mills blankets re- 
duced in price, simply be- 
cause we have too many of 
this one size — 78x86 inches: 
$9.75 a pair, vi^ere $12. 
All wool, with wide silk 

Other things to buy now 
in the bedding store. 

Ml. Vernon blankets, a handsome 
white blanket, 78x84 in., weighing 6i 
pounds. ^0 a pair — our regular $6.75 

Single blankets for making into 
dressing gowns ; fifteen all-wool blan- 
kets in quiet and very pretty pink-anil- 
white, blue-and-white and green-and- 
white patterns. §3.75 each — our regu- 
lar §7 quality . 

Silk-covered down quilts, a few odds 
and ends of the finer kinds : 
$12 were $17.50 $17.50 were $35 

$25 were $40 

While hril'^jirrads a number of dif- 
ferent weaves ; full double-bed sizes: 

Crochet spreads, $1 wore $1.25. 

Crochet spreads, Marseilles pattern, 
$1.15 were $1.35. 

Marseilles pattern, $1.25 were $1.50. 

Best quality Marseilles patterns, 
$1.50 were $l.f5. 

Silk blankclfi, made in Italy ; some 
of the finer qualities : 

$3 were .tO, $4 were $7.50 
(Third floor. Thirteenth street) 

Eiderdown Robes 

tor Freezing Weatfier 

worth $5 and $5.50 

Easy to slip into, with 
their silk frog fastenings and 
rope girdle. 

Some of ripple-faced eider- 
down, others pressed to form 
stripes, trimmed with stitched 
satin bands or applique, 
mostly pink and blue. 

(Second floor, first gallery) 



This Was a Man's 

before it bccnrne a women's 
— forty years ago, when we 
used to sell clothing all over 
the United States. 

To-day u-e still sell cloth- 
ing of all kinds [except cot- 
ton) for men and boys. 

No, not all kinds — there is 
ton; many other exceptions. 

We won't sell 
clothing tliat's 
badly tailored. 

We won't sell 
.clothing that's 
too high in 
II III ilj I, price, quality 
I mm I considered; 
'rp ' though we sell 
Montagnac overcoats for ^60 
— showing that we sell the 
finest at any price, if it's 

We won't sell clothing that 
won't every day say a good 
word for us to the owner. 

Things have come to such 
a pass in some stores that 
they buy clothing to sell in 
their reduction sales, adver- 
tising it all as their own 
stock reduced in price. 

Thus we see some trous- 
ers marked ^6.^0— were ^8. 5-0, 

which we duplicate in our 
stock at ^4.50. 

Our prices are marked too 
low in the beginning of the 
season to stand great reduc- 

But we always keep a 
fresh stock on hand at prices 
that often more than match 
the reduced prices in other 
stores, quality considered. 

Suits and overcoats, $\o 

(Market street) 

In the basement to-day, 
are some final lots of clothing 
from one of our regular man- 
ufacturers who is cleaning 

Fine worsted trousers in 
quiet, conservative stripes, 
$4.50 per pair, worth $7.50. 
A special lot bought from the 
manufacturer at less than 
regular prices. 

Black trousers of unfin- 
ished worsted and cheviot, 
$3.50 a pair, worth $5.00 
to $7.50. 

White dress vests, $ i , were 
$4.50 and $5— slightly soiled. 

Furniture on the 
First Floor 

Some space on the Cross 
Aisle, 13th St. entrance, is 
given up to furniture to-day. 

Specimen No. 5, Continued. 

to show what good things 
rummaging is turning up. 

Such as: 

Bedroom Rockers 

flnldai oak arm rocker, well braced, 
rush scat, nicely shaped back, $5.50 
was 18.25. 

Bird's-eye maple rocker, rush seat, 
nicely shaped arms, |6 was $9. 

Golden oak arm rocker, hand-caned 
seat, nicely shaped back and arms, 
,|3.50 was $5. 

Golden oak arm. rocker, genuine rush 
seat, nicely shaped, $5.50 was $8.25. 

Bedroom Chairs 

Golden oak chair, nicely shaped back 
and hand-caned seat, .|2.25 was $3.00. 

Golden oak chair, box and hand- 
caned seat, nicely shaped back, $3 was 

Golden oak chair, genuine rush seat, 
nicely shaped back, $3.50 was $5.25. 

Maple chair, rush seat, shaped back, 
$3.50 was $5.50. 

Bird's-eye maple chair, box and 
hand-caned seat, nicely shaped back, 
$3.50 was $5.25. 

In the above patterns of chairs we 
have a limited number of each design 
in stock. We also have a number of 
odd chairs and nickers in golden oak, 
natural birch, bird's-eye maple, ma- 
hoghany finish and solid mahogany, 
from $1.50 to $4. 

Arm rockers in other designs from |4 
to $6. 

(Cross Aisle, first floor) 

More Men's $3 
Derby Hats, $1.85 

Salesmen were busy as 
beavers yesterday. 

They ought to be ! 

The hats come from the 
best maker in Philadelphia. 
Shapes are right, quality is 
right; price is more than right 
—^1.8^. Ought to be #3. 

(New Hat Store, Market street) 

Where an illustration that really illustrates adjoins a display, then more liberty can be taken 
with the latter. Example: illustration of a blazing diamond with the display, "WE GIVE YOU 

Every display line is in the nature of a shout, and no greater nuisance exists than a man who 
shouts every other word. How tiresome it would be, too, to be obliged to read a popular novel 
that compelled you to jump from good, restful Old Style Roman to a dozen display lines per page! 

Usually the less an ad. writer knows about display, the more he indulges in it. Remember 
that it is only to attract and emphasize your offerings and cause interested people to read about 
them, and the more specific the display, the better. 

Very little advertising needs more than a main display, and with good text matter no fear 
need be entertained that people will not read it. 

A mere unconnected phrase in big type is worse than no display at all. Note how direct are 
all the Wanamaker headings. Specimens Nos. 6 and 7 have displayed addresses that would look 
far better in half the space. 



Sometimes I wish I 
iiad less conscience and 
more price in my $2.00 

Nowadays its a Warner Hat. 

Below Fulton. 
Below Chambers. 
Below Bleeker. 
NASSAU . . Below Maiden Lane. 

Specimen No. 6. 


The hit trees of Spring 
shapes are jn full bloom. 
Since I am satisfied with 
$2.00 for $r.0O. quality—you 
certainly will be. 

^^uvti fT^ljVS 


Nowadays li's a Warner I/al. 
,f Below Fulton, 
f ] Below Chambers, 
( Below Bleeker. 

NASSAU , , Below Maiden Lane. 

Specimen No. 7. 

After understanding that specific display is all-important, 
then comes another factor — the mention of quantity or price, 
TO-DAY," or "$4 LADIES' OXFORDS, $3.20," instead 
of "MEN'S OXFORDS," etc. Buyers are attracted by such 
display, and it can never go out of fashion. 

Symmetry and form are also important in display, especially 
in retail advertising where many departments are included. 
See specimens Nos. 21 and 22. The former is a fine object 
lesson that compares favorably with the average unskilled 

The arrangement is not pleasing, the display is unscien- 
tific, scattered and overdone, and the important descriptive 
feature is wholly overlooked. No. 22 tells its own story, and 
I will only emphasize the old fact that main display in two 
lines in one size and style of type is ample, since the shoe cuts 
at each side of the introduction are almost sufficient in them- 
selves for attracting shoe buyers. The sub-head displays in 
the single columns are always better than a wide measure, and 
the descriptive matter immediately following should be in 
plain Roman — no display. Prices, of course, should be in- 

There can be no psychology about the success of the ad. 
that combines those features which impart buying information. 

What to Talk About in an Ad. 

Let the student jot down on paper the points contained 
in any good ad., and he or she will be surprised how simple it 
is to select material. The trouble is not so much to get this 
data, as how to utilize it. One rule should be to first decide 
on the different things the ad. is to exploit, and then proceed 
to write the introductory, followed by description and price. 
After writing, the beginner will find that a re-writing will cut 
out a word here and there and result in much stronger copy. 
Once you decide on the article or articles, then write the first 
thing that comes to mmd. Be natural. Don't try to be 

humorous all the time and wind up without really imparting 

any information. 

Specimen No. 25 shows a good attempt, but I have re- 
written this copy as shown in No. 26, and the improvement is 

too evident to require analysis. 

Talk chattily, but don't aim to be a mere word juggler. 

The conversational style that is minus information for the 

buyer is not good advertising. Put yourself in the buyer's 

position. You run across an underwear ad. that is all hot air 

and brag, with perhaps every other line in display. Price, 

description, etc., are missing. Will you take time to see 

these goods, providing another advertiser in the same paper 

inspires your confidence by a brief, but interesting talk on a Specimen No. 8. 







925 MAIN 5T. 



^h ||4Tf 

For the Shampoo 

Everybody knows how 
beneficial the morning sham- 
poo is — especially in warm 

Simply makes you feel like 
an intellectual giant, besides 
clearing the scalp of dandruff 
and dirt. 

Two hints in this connec- 
tion — our Egg Shampoo 
Cream and Glycerine Tar 
Soap, either of which will make 
a thick, creamy lather that 
quickly cleanses and stimu- 

Treat your head twice a 
week, and you won't need to 
worry about falling hair or 
scalp diseases. 

Cream 25c., Soap loc. — take 
your choice, but we lean a 
trifle on the side of the first — 
think it the best article on the 

After the Shampoo a good 
brush and comb are indispen- 
sable, and our $1.75 set is just 
the thing — in leather case for 

Specimen No. 9. 

Tooth Brushes, Regularly 

25 Cents, on Sale To= 

day 10 Cents 

About every known style of 
tooth brush is represented in 
the large new stock we place 
on sale this morning. 

Thick, thin, stiff, medium 
and soft bristles in all shapes 
from the old fashioned square 
article to the latest curved 

They fit any mouth, tender 
or tough. 

They bristle all over with 
goodness, and at loc. are 
kbout the greatest bargains 
we have seen in our ten years' 

Antiseptic Pearl Dentifrice 
— our own brand — to go with 
brush, 18c. A pure powder 
that makes the teeth shine like 
polished pearls. 

Tooth Paste and Liquid 
Dentifrice — all leading makes 
— at bottom prices. 

Specimen No. 10. 

We Invite You to Sponge 
on Us To=day 

Three big sponge propo- 
sitions : 

First, a 15-cent assortment 
of pure Rubber Sponges for 
face or body. We don't ask 
the usual 50 cents, because 
they are slightly irregular in 
shape, and the manufacturer, 
who keeps his name off the 
tag, was willing to dump a big 
lot on us for spot cash. 

Second, several barrels of 
lo-cent soft, velvety sponges 
for dress cleaning or regular 
use. Larger and better at 
i6c. and 23c. 

Third, a big lot of those 
tough, rough, carriage and 
harness sponges, 8c. up. Bet- 
ter buy now if you ever ex- 
pect to have use for one. 

If these prices are not 
sponging on profits, we need 
lessons in arithmetic. 

Specimen No. 11. 

certain leading brand of underwear that is healthful, superior fitting and a wonder in resistmg 
wear — and offered, perhaps, at a special sale price ? 

Pay particular attention to specimens Nos. 9 to 14, each ad. dealing with only one leadmg 
article. Every druggist, almost, who advertises, will acknowledge that it is hard to decide on just 
what to talk about. The trouble is this: he overlooks the dozens of articles great and small that 
people want, and it has never occurred to him that they were worth an ad. 

Banish forever the idea that each ad. alone must fairly catalog most of the store stock. The 
day for all that has passed, even granting that it ever existed. Anxiety, too, spoils many a busi- 
ness man's advertising copy. What is wanted is simply a continuous stream of ads. that are so 
bright and instructive that the entire community gets in the habit of looking for them. 




Some people seem to think 
that the drug man can only be 
associated with pills, squills 
and things that alleviate suf- 
fering and pain. 

They don't realize that 
"times have changed since 
Hannah died," and that the 
real, up-to-date pharmacy car- 
ries lots and lots of things 
that are a part of the well- 
being and comfort of the 
average home. 

Another fearful blunder: 

The idea that department 
stores ask less for these goods 
than we do — notwithstanding 
our long established reputa- 
tion for close profits, and 
sometimes none at all. 

If Madame will inspect our 
elegant toilet line she will find 
an interesting assortment, and 
way-down prices — 

Combs, 4c. to 69c.; Brushes, 
1 8c. to $1.75; Manicure Sets, 
27c. to $1.10, etc. 

But here's the biggest offer- 
ing: a $2.50 silver-back Brush, 
a fi.oo Comb and a I3.00 
silver-back hand Mirror, in a 
celluloid case, silk lined — All 
for |3.89._ 

Where's your department 
store ? 

Specimen No. 13. 

If You Need an Atomizer 
or Toilet Water 

You will be interested in the 
large stock we have just open- 
ed, comprising selections from 
all the best makers. 

An Atomizer at 23 cents 
that the small dealer only parts 
with at 40 cents. 

A better one — silver deco- 
rated bottle — 90 cents, and 
sold universally at $1.25. 

Violet Toilet Water, our 
own laboratory make, 21 cents 
and 37 cents — nearly twenty 
per cent, under price. 

We sell more toilet waters 
than any two stores in town 
combined, and if you are not 
immensely tickled with any- 
thing we sell you, back goes 
your money. 

Bath Towel sale next (to- 
morrow's ad.). 

Specimen No. 13. 

Bath Towels and Soaps 

at Acquaintance=Sale 


The Cleno brand of Bath 
Towels is something new, and 
the manufacturers were willing 
to make pretty low prices for 
introductory purposes — 

A sort of Acquaintance Sale, 
you might say. 

And to make it doubly 
interesting we concluded to do 
the handsome thing ourselves 
by throwing in our usual 
profits on bath soaps. 

To-day and to-morrow this 
is what you can buy: Cleno 
Bath Towels, full size at 33 
cents for 50 cent value, with a 
large cake of absolutely pure 
Castile soap for good measure. 

We will probably be "clean- 
ed out" long before Tuesday 
night, and then your saving 
chance is gone. 

Soap holders, bath seats, 
portable shower baths and a 
dozen other bath room acces- 

Specimen No. 14. 

It is impossible to include in this hook all lines of advertising, and it is entirely unnecessary, 
since the main thing is the vital principle. The drug ads. in question afford study for all lines. 
The ideas and models can be made to suggest other things in shoes, confectionery and what not. 
The illustrations may take less room — likewise the text — but the principle remains unchanged, and 
I can scarcely reiterate it too often — the fact that everybody wants soap, tooth brushes, sponges. 



We Don't Need a 
Town Crier 

to emphasize the fact that our 
corset sale which begins this 
morning offers by far the 
greatest opportunity ever 
heard of in Salem for sub- 
stantial price saving. 

We have earned the high- 
est reputation for truth telling 
and our announcement that 
profits are going to fall, is 
sufficient to draw a store full 
of customers. 

No need to recommend 
these superb Nemo Corsets 
to well-dressed women. Suf- 
ficient to say that our stock 
presents a fine assortment of 
the very newest models. 

At $2, Nemo Corsets of fine French 
coutil, trimmed with lace and ribbon; 
straight front, high bust and small 
in-curving waist. 

At $2.75, Nemo Corsets for medium 
figures, made of handsome pink, 
biue and white brocade, beautifully 

At $3, Nemo Bust Adjusting Cor- 
sets, can be made low or high, pro- 
ducing short or long waist; made of 
fine French coutil. 

At $3, Nemo Corsets with new Mili- 
tary belt adjustment, giving perfect 
support, small waist anil high bust, 
double supporters. 

Specimen No. 15. 

Look All Over Town 

then come to this store and 
inspect our new Top Coats at 
$15 — worth $20. 

Look where you will, there's 
nothing in the whole city to 
compare with these splendid 

Hundreds of fastidious men 
who have seen our Top Coats 
have simply marveled at the 
high standard of fine tailor- 
ing — 

Marveled at the up-to-date- 
ness of the models, which for 
fabric and fit are a sort of 

One distinguished pick is 
characterized by long, wide, 
peaked lapels, with deep slits 
at sides of coat. Others to 
suit popular notions. 

And $15 — remember that. 

Some People Are 
Always Too Late 

to take advantage of our 

Only yesterday a man with 
plenty of time for shopping, 
called to get a pair of those 
I2.60 shoes that were on sale 
a week ago — and sold out in 
less than two days. 

He wanted to save ninety 
cents, but let the advantage 
slip away. 

But we have just as good a 
bargain for to-morrow — but in 
a higher priced shoe — a I5.00 
dress shoe in patent leather 
for exactly $3.65. 

Don't rush into our store 
after Wednesday expecting to 
be supplied. 

Only a hundred or so pairs 
in the lot. 

Specimen No. 10. 

Specimen No. 17. 

toilet articles, atomizers, bath towels, etc., and they prefer to buy of the dealer who is constantly 
informing them in his adverdsing about his new stocks. They soon get the notion, unconsciously, 
that druggist Brown is the real thing; that his stocks are always new and extra desirable and that 
his prices are low. Everybody likes enterprise and there is nothing on earth like advertising for 
educating the public in this respect. 

It isn't the one ad. alone that counts, but rather the condnuity of effort resulting from 
weeks or months of properly directed publicity. 

Specimens Nos. 15 to 19 represent a peculiar type of the chatty ad. with illustrations that are 
not specific. These ads. are similar to the Rogers, Peet & Co. efforts, and can be employed in 



Polite Attention 

is one of our cardinal rules, 
and every salesman in our 
employ knows that he must 
give just as careful attention 
to the investigator as he would 
to a sure buyer. 

Our goods are always for 
inspection, otherwise it would 
be a foolish waste of adver- 
tising money. 

Two items for to-day — in- 
spect them and ask questions 
to your heart's content. 

Four-in-hand Ties, 1200 at 
25c. each. Ten shades in 
plain poplins, and dark fancy 
weaves. Very dressy — two 
inches wide. Pretentious 
stores get 50c. for nothing 
better. Don't ask for them 
next week. 

Embroidered and lace robes 
at $22.50, $14.50 and $10.00. 
Both white and Oriental 
colorings for all complexions 
and all tastes. Special Mon- 
day prices. 

Specimen No. 18. 

Our Strong Lines 

When we opened shop three 
years ago, some people said 
there wasn't any room for a 
new concern like ours. 

Well, surprises are the order 
of the day, and it didn't take 
us loner to demonstrate that 
we had the right ideas for 
suiting customers — that we 
knew how to buy and how to 

Let us make practical ap- 
plications : 

Selection — in getting the 
pick of that Danbury hat 
maker's stock which includes 
all the newest summer hats 
called for by the most exclu- 
sive customers. 

Enterprise — in offering 
them at generous reductions, 
such as I5.00 Soft or Derby 
Hats for $3.25; $3.00 values 
at $1.98, and so on. 

Small Profits — just enough 
to keep off the sheriff and 
make a respectable percentage. 

Specimen No. 19. 

Furniture that Really 

Furnishes Your 


If you are going to add 
new furniture you'll be glad 
of these hints : 

Malacca Furniture — a beau- 
tiful and artistic assortment 
made of malacca, bent in 
graceful shapes, combined 
with woven colored fibre. It 
comes in Chairs, Sofas, Tab- 
les, Desks, etc., the price 
ranging from $5.25 to $22.50. 

Mahogany Furniture — Set- 
tees, Rockers, Chairs, etc., at 
popular prices. A particu- 
larly fine high-backed chair, 
in silk damask at $46 for $60 

For halls, we have four ele- 
gant couch models — rich, dark 
old mahogany upholstered to 
order as you may wish. The 
dark red Oriental covering 
will make friends at once with 
your rugs. 

Now is the time to pick from 
the biggest assortment — for 
every room. 

Specimen No. 20. 

conjunction with the specific ads. By this I mean, an ad. like No. 15 can be run occasionally 
with good effect, but I would not recommend it regularly. Its chief value is its novelty. 

I now wish to have a few words with the small retailer or the local advertiser who cannot 
see his way clear to use from five inches space up. Specimens Nos. 6 and 7 show how a single 
paragraph of text can be made to do efficient duty, and this plan can be adopted by the druggist 
or other dealer, provided some illustrative scheme is employed. Two inches is about the smallest 
space possible, and if run with daily changes of copy and cut, the results will in time be satis- 
factory. My judgment, however, is that this is only a good beginning, and that later the 


advertiser of many different articles will receive greater proportionate returns by following the ideas 
embodied in ads. like No. 9. 

Specimen No. 8 is given to show a neat looking novelty ad., that is rather too general for a 
shoe merchant, who ought to present something more definite. My experience is that the average 
advertiser tries to compose poetry or draw useless comparisons that divert attention, when he 
should stick to the information feature. 

Instructive Classified Ads. 

The great daily papers, especially the Sunday editions, are filled with thousands of small ads., 
varying from two to a dozen or more lines, and coming under classified heads, such as Real Estate, 
Business Opportunities, etc. How many pay the advertiser is problematical, but the loss is very 
heavy. In real estate and other lines, a fear seems to obtain that good information is useless, and 
therefore, the casual reader who is looking for a country estate, perhaps, wades through the mass 
of offerings, and is not much wiser, as a rule, than before. 

This is all wrong. If a proposition is worth advertising at all it is worth proper treatment. 
A man who is willing to pay $15,000 for an estate doesn't want to waste time considering a cheap 
house at $4,500. Price, therefore, should be given. Location, too, is paramount, since "two 
hours out" may mean the hill top sought for, or it may allude to a locality that the reader 
would not settle in at any price. Why remain quiet when trying to sell? 

Classified advertisers like, too often, to save expense, which is like the saving at the spigot 
and the loss at the bung. The proven fact that the ad. which is lacking in information is a risky 
gamble, applies with equal force alike to the inch classified and page department store spread. 
Specimen No. 23 is about as perfect a real estate ad. as can be prepared for the purpose of inter- 
esting $15,000 investors and inducing them to see the property. It combines, also, the chatty, 
sensible talk that is always good. It will not interest the cheap prospective buyer, and shouldn't. 

Writing Local Puffs. 

Local advertisers are generally able to secure free notices in their home papers. A local puff 
may be purely personal or it may consist of a half column trade announcement, in which even 
prices are quoted and lines enumerated. Publishers often offer free puffs when soliciting large ads. 
and when they don't a gentle hint may secure the favor. Better results will be obtained from 
regular display, however, than from reading notices, paid or otherwise. Use the puff as a free 
aid to regular advertising and you will hit it right. 

As for style, have the puff read as much like the regular news item a^ oossible. Don't have X 
it a mere claim or statement. 

A poor puff: "Smith's Coffee is the best in town and at 30 cents a pound it offers greatest 


Better: "Mr. John Smith of Smith & Brown, our popular grocers, returned yesterday from 
a buying trip to New York. He informed a Herald reporter that he has secured the agency for 
Argo Coffee, which is the finest product of the famous Argo plantation in Mexico. Smith & 
Brown will roast twice a week as soon as their new roasting plant is ready." 

One of the best examples of free advertising that ever came under my notice was that of an 
enterprising real estate agent, who was of a literary turn of mind. He got solid with the local pub- 
lisher and furnished him many news items, and in one way or another he managed to work in his 
own name or agency. 1 think he averaged at least two puffs a week, and several times a year he 
wrote a half column or more on industrial matters, in which he personally played a leading role. 
In fact almost anything he wrote was gratefully accepted. 

Get all the local puffs you can without paying out cash. 




Try our 

Advance Showing of 
Newest Style Conceptions in 


For Spring 

It is our aim to make this department one of special interest to every 
lady of Sioux Falls and vicinity by producing a stock of noteworthy features. 

Its roster is made up of the best shoes obtainable — the very embodiment 
of grace, style and elegance — assuring utmost satisfaction. 

If you have never experienced the true sense of ease and 
comfort combined with shoe beauty, that accompanies a per- 
fect fitting shoe, we suggest that you try a "GLORIA;" it is 
perfection itself. 

We have doubled the capacity of this section, displaying an assortment 
unsurpassed for exclusiveness and completeness, thus affording an opportunity 
of excellent selection. 

We would deem it a favor to have you call and examine the new styles. 


New Color Combinations. 


Possessing Unusual Merit 

There are the Popular Heels 


$250 $3.00 $3.50 


All our warm goods in slippers, 
such as fleece lined, felt and bedroom 
slippers, also the Romeo slippers, are 
greatly reduced in price for rapid 


Just a word regarding this line- 
it is the largest in the city, without 
exception, giving us the lead to lufft 
every demand from an infant's bootee 
to the fine shoes for its seniors. 

Will you allow us to show them to you ? 

Spec'lnien No. 21. 




Try our 

Advance Showing of Newest Styles in 
Ladies' Fine Spring Footwear 

(Introduction here) 


(Description and Prices) 


Fine Dress 

St. Louis 





Special Clearance Sale ( oiowed by tex) 


Speciiueii No. iiii. 



This fine old Coloniai Home with 16 rooms, two 
np-to-date baths, large hall 12x 27, white enamel 
throughout, hot water heat, laundry and wine 
room, plot 200x200 feet, 25x36 horse barn, 
large garden, macadam drive and all modern 
improvements, is the greatest bargain on Long 

This beautiful estate, half a mile 
from Podunk station — fifty minutes 
from New York — is the best offer- 
ing of the year. 

Overlooks the Sound and adjoins 
many costly villas. 

A snap for a business man of fair 
income — say $6,ooo to $12,000 a 

Cost $19,500 to build, but only 
$15.50° buys it— cash, or $7,000 
down, balance 5 per cent. 

Too much debating will lose it. 

Photographs and plans at this 

Specimen No. 23. 


Very seldom do Washington men 
folk have a greater assortment of Neck- 
wear to select from, than the present 
stock at our store. 

The display consists of all the popu- 
lar styles, colors, and figures. Space 
is too limited to describe all, but will 
mention just a few. 

Midget Ties in all colors. Some are 
light body effects with beautiful shades 
in red and green. These come in 27, 
28 and 29 inch lengths at only 25c. 

We also have a full line of four-in- 
hands to suit any desired taste, includ- 
ing the famous Windsor Tie. Sale 
price 50c. 

Don't miss this sale. 

Penn (g^ Bottenfield, 

133 S. Main St. Bell Phone 107 

Specimen No. 25. 

Nobody can safely say just what kind 
of weather— and walking — we're going 
to have during the next couple of 

Safe guess it won't be of the sum- 
mery kind — This is New England, you 

So long as you keep your feet dry 
and warm, it won't matter much. 

Have you seen the new Fall and 
Winter weights in Milford Shoes 'i" 

Same as summer price — $3. 


35 Church St., 

New Haven, Conn. 


No knowing what sort of 
walking weather we're going to 
have the next two weeks. 

Probably not the tropical 
kind— here in New England. 

So long as you keep your 
feet dry and warm, the weath- 
er won't matter much. 

We want you to see our new 
Milford shoes in Fall and Win- 
ter weights. 

And Summer price rules — 


Specimen No. 24. 



Seldom such a grand 
sortment of Neckwear — 

All popular styles, colors 
and figures. 

Sample hints : 

Midget Ties, especially at- 
tractive in light body effects 
and beautiful shades — green 
and red predominating — 

All lengths, 25c. — easily 
worth 50c. 

Windsor Ties, the newest 
creation in Four-in-hands, 50c. 
Others get $1.00. 

A regular necktie carnival 
for all Washington. 

Specimen No. 26. 

Practical Suggestions. 

The beginner in retail adver- 
tising should study the various 
divisions and practice writing 
them. Practice faithfully and 
don't expect to become pro- 
ficient by merely making spas- 
modic attempts when copy 
must be rushed to the pub- 

One secret as to why stu- 
dents in the Powell System of 
Correspondence Instruction 
make such substantial progress 
is because they are given 
practical ad. writing to do, and 
my constant revision of their 
work keeps them working along 
the right lines. While this 
system is beyond question the 
best in existence, yet many 
business men feel that they 
haven't the time to devote to 
such wide-range practice, and 
consequently they must rely 
wholly on such help as this 
book affords. 

In such cases I recommend 
the reader to re-write such 
advertising as is in his line, 
and try to do so in the way I 
have advocated. 

For example, the retail shoe 
dealer will find that by care- 
fully clipping out of the vari- 
ous publications the host of 
shoe ads., good and otherwise, 
he will secure a collection that 
can be valuable as specimens 
for alteration. One ad. may 
wholly lack description and 
contain twice as much matter 
as is useful as an introductory 
feature. Now re-write and 
supply the necessary descrip- 

Another ad. may be padded 
to fill a given space, and a 





T H K J O H tlW A W A M A K E R ^J-Q R E 

UV.ifhrr ti'Jjv: 

Tonight-Closed TOMORROW at 7 

'FoSeTalTdAY Christmas Monday-On TUESDAY 5.30 Closing Resumed 

Store OPEN Tonight-Llosea lumunr^u.y u. ,-- --.-- .•— "■■ - _^ *-w 

Scan Your List Again- What IsForgotten? 

CI. Hdvf You Forf^otten 
'T^rW/^G/^ SiillGood Stock 
\.KJ 1 Oi Because THlSj 
IsoaALL-THE-YEAR Toy Store 
Wl- .irc noi coma out ul business 
alter Chiistmas W* sell quaniilies 
ol loys every u JV m m.- > oar. i>o Uoiks. 
c'c fcf-; "r Not always so areat as 
duiint I'le hol><J.->ys, ol course.bul slillj 
lull. ' 

Which means simpl- this: tatc-com-\ 
ers Hill l«id ,1 brtur aaortment here during , 
thett (iMf 'HO iio^ t Ihiin onwi-licre Wif . | 

No irash ihai we are iryiriR to del! 
ndo( ^v .umnc prices. 1 

No un-wnnied toys ihal must be aot ^ 
nd ol somehow— tn the last rush. , 

^olhlne but ulijt n worth ha^me—^nd 
all lit fJir /TUfi. I 

This policy is hrincinjj us ihc lartt-| 
est business wo ever had — which, 
means, ol course, ih-- larcesl any toy 
store ever hiid. IFoumH lloor) 




HEN you are sure, as you are hei 
presented— Ct^'-'- M idfrtv " 

that no Bern will be 
■ select iiin- 
When you arc sure, as you are here, that prices are 
lyrtometylow because our purchases were made belore recent 
■idvances-Cic/'f cs safely cien in j lail-minuir scUilwn. 

When you are sure, as you musi be Iruni the present oulTooK, 
Ihai diamond prices (rising lor Ihe past ten years) are still on 
ihe inrrcase— rAcrr ;J iafety in iriecting 

! diamond mcrtly m 

An\ dxamond. mounted or anmomtcd. may be impated qun-lly ■ 
n tlu- hohdJv 'bustle >n the Excluuye Dinmond Raiim. 

Fbr Selecting 


The PIANO STORE Breaks ALL Records 

iA Man? the HA-r'sfoRtt 

|i-,,ii;ood lashion. wiih some pco- 
ylf, lu Kive regularly to a reriain man 
(near to ihemi, each Christmas, a line 
!silk hat. 

I We know a ureal many people's 
i sizes, or exchange can readily be 
'made next week. 

Silt hnls. 55. S6. Kno.x-*. 58. 
1 Qpt'V 1"'>- S*- St-- SB. 
I I Salr father hal t-uici. *nlin-l>n«[1.5n. S3. 510, 

I si:; sis. 

tm rohft, line pclt>. warm llrlnsi. SiO.SO 
51 7£. 
B»-.t OffCv *a,-'. S2. Sa *nd J3.50 kind*— 

more than double 
day since its oman 

On Wednesday the sales 
those ol any previous Deccmb. , .„ , 

lion. Tins probably means thai they were lour times 
ureaier than in any other piano store in this city. 

Tt is a spontaneous endorsement not only ol our 
system, but ol Ihe msirumenis ihat we represent. 
I And it IS the endorsement o( the best class of buyers 
'—those whose opinion is most valuable-as is proved by 
C h'jvf You Forfro//Cfi; the laci that nearly all the instruments sold were oi the 
"^ °' ^ Uprovcsalsothe wisdom of our policy of bringine the 
hichesi (irade instruments within the reach of the music- 
Am*-(ican . 'ub skates -a special i^jj ,nipi||j.e,„ and ambitious, regardless ot their (man- 
purchase br.rnts these low prices: , jcial status. 
^"lLru^,«-'sr23 . P..r iron. 52. .i«s 9.|] MORE AUTOPIANOS 

nierestinc events in the whirl of 


Plenty ol all styles o( Chickcrine nana exrept Quarlrr, 
Grandi. which are all Rone; but we have a leW ol the new 
■■Infant " Grands in slock. 

Probably enouiih Campbells at 5)95, SIO down and 56 


uah Gfj 


NiCkPl-plated. St.5n ■ pair If om 52. SO 

Among the i 

lop», 5 1 .75 

C H.iir Yo 

Perfumes? oueen; 

Mary" Toilet Waters' 
and Extriicts— Boxed j 
Ready to pack and deliver a big 
quantity by tomorrow evcninij. 

* 'yesterday's Kreat business was ihc i^lc of fnc Auli>p-anos 
9aittretn'>,,„ fifteen m.rufc^— each to an independent buyer. Addi- 

I lionalsales during the day nearly e.xhausied our stock. 
SI 73 a P»"' but this morning we received a lew more-the manulac- 
''"'" 'turers having lavored us beyond our expectations and 

Forgotten \ we hope to be able to fill orders lor another day. 

I This marvelous instrument seei 

iscinaie every- 
one who hears it. Price only S485. which is S2ID0 to 
!S400 less than you can buy anything that even approxi- 
mates to it elsewhere, .Third (i«j.,^i "."'i 

at S22S. Merrills at SJ-iH, and Emenorn' 
1 at SJOO to i45.0. I'dici short as usual. Anetlm Piano-Playen.. 
' we tear not more than enough lor one day more. 


1 A few that are unusually good, and bargains at Ihe 

] prices. Among ihem are: 

lifighi. originally S27S. now SI60, 
uprlilht. orlsinolly 5400. now S165, • 
Hhl. oriclnally ?375. now S3S0. 
lollv S1T5, now S300. 
I Knnbf upc.ghl. oriB.niilly S475. now S:J25. 
1 Chickctmc upnehl. ottem.illy S050. now 5500, 


Any piano— new or used— may be paid lor in rrionlhly 
payments Irom S6 up. The evening is a good time to 
select a piano— not so much noise and confusion. We 
can deliver pianos up to the last minute-=-for Christmas. 

upriit"!. origin 

1 .'5c . 


G, Have You Forgotten] 

Handkerchiefs | 

lAmongthe SMALL GIFTS? 

Males. 60c 
. S-> a butile. 
<.,.»'! r^TUit-itar^taer: lAcSac: boitlci. 

SJC. .30c- ICtnitr ol siorei 

C HiM'c ) nti Forgotten 

SlinOerS'^— S?' ^l^^^ ]pr,celroma2(..cio50c. 
OlippClS. S 1 .50 i'"^ wc will put them in Christmas 

For WOMEN. Slj 'boxes for you. il desired, to be sent 
Gill goods ol inlcrior quality would j |by mail, 
reflect upon the giver and our store. 

A late shipment from Bellas! 
rived only yesterday, bnnRing a it 
sand dozen plain white hemstitched | 
handkerchiels (or women, ranging ii 

You can buy as s.ilely m a hurry, al 
Ihe Ijsi moment, as at any time. We 
bock iir- every sale— holiday time and] 
all limes. I 

Our \l»xk is J'l rxlenm c and comrlele al I 
ilJf Itme^ exili>ineri tor size are alu-ays I 
fOiiible. except as specially mentioned. I 

For men— 

Bomrn p..iicrii. black ourt rufiet. ' 

lor iiijmc;- Especially (or bed-room i 
and house wear. 

KnIIKfl. many colors, Irillicr sole, lambs- 1 

.c. SIX 

mtitoldered l»' 

1. Kom 25z I 

jidprctl Irish h 

;. 75c. 

i2''Scand 3Sc, 

i(in( to buy for mm can 
msitlehed liandkcrchicls tor 

rrH inlltals. 3Si: ai 

HHave You Forgotten^' fL Have You Forgotten 

That FUR COAT BOOkS?— Then Run Your 

For Your Wife?— Still Time ■ Eye Over This Lisl : 

We'll save your minutes and let Ihe I 
coats do the lalkina today— only say-| 
ing here that dow n lo the S25 electric i 
seal coats the same patterns are used| 
onwhirh our linest Alaska sealskin i 
coats are cut. i 

The ten qualHy nearscal jacket. 30 \n.\ 
long, that can be made is here lor S65.1 

Others: ^ I 

r. »3S, 2* » 

( C Hare You Forgotten 

Silk Stockings? 

; bow and 1 \ 

C Have You Forgolfen' 

Fresh Candy? ] 

Plenty ol every sort loday and all ol 
it Ircshly made— (hr finest quality and 
widest assortment of mV (andiei in the 
city; boxed under your directions in! 
prcily packages lied with colored 
ribbons. \ 

The most astonishingly good S-pound' 
toics of eanJy for SI and SI.2S: same' 
quality all through Irom the top to the 
bottom. 1 



• 1.50, 

Tht lai 

. B 5 -pound box. 

nvtlly rut ey<-'ttna\ irrn. 

C Have You Forgotten 
or JACKETS? „ .. a,o, 



I was a hard race, but the St. Paul 

got here m time— the stockings are 

shown lor Ihe lirst this morning. 

For \fomen — 

75c stoekingi for SOc— 

C Have You Forgotten 

I Scarcely a moment to wan— pick 
out the pattern you like best and it is 
! there, done up in a box and the right 
! number of yards. 

C Have You Forgotten 
Women's Weatheralls— 


I Flag, by W.n 

ol General Robptt 
'I John Puke, Lord 

1 on Company, by Idi 

ni Thomas Jtllt 


. 510, 

I. by Elizabeth t 



-510, 515. S20, 521 and 525. 
I MACKlNTOSHtS me neatlyboxcd and guar- 
anleed as lo color aid wear. 54. 5-1-SO, 55- 

Cnildrtn-i maft-iioihf. S I -85. 53. H and 35. 
I KNITTED SHAWLS huvc 3om« Burprl»e> 
I among ihem lor CUnilmas stiopp«ts. 
; Soil, dainiv. mofhme-woven kinds In bUck, 
1 while and gray. 7Sc to S3 50. 
I Hand-knit shoulder capes, pink, while and 
[blue. SI; crimson rsc. 

1 ISic-nl I'o... a>mr.u>.>>*»il 

I C Have You Forgotten 

jDoAvn Ouilts?— PEOPLE 

Have Asked Us to Make These 

ol Thomas Hart Benton, by 
Meigs. S2. 

Mrs. .Maybrlck's Own Slory, ■■ 
Lost Years." S 1 .20. 

A Defcciive Santer CIbus. hy Jamei Whiicomb 
Riley. 51. 

The Ballad ot Reading Coal, by C. 3 3. 51. 

In Love's Garden. bv John Cecil Clay. 52. 20. 

The Cathedrals ol South-tn Trance, by Fran- 
cis Mtlioun. SI 60. 

Reminiscence ol Peace and War. by Mil. 
Roger A- Pryot, S3, 

Roma Beala. by Maud Howe, 52.50. 

Shakcspeates Town and T.mes. by Ward, 

Letters ol John Ruskin 
ion. Z vols.. 54, 

C Have You Forgotten 

FKLNCH Robes. S3 In S18 
From the one m.-iker in P.ins who 

leads the world in Terry robes. D'Hna 

his laruesi American customer, wc 
I <]uitL- naturally secure advaniaues in 
* prices. S3. S5. SG. SC.SO. $3, S8.50 

$I0,S135Q,S18. (Chestnut street) 

C Have You Forgotten 
NECKTIES?-25c lo S4 

At Miirket street a great vaneHy at 

At boih ends of store alresh collec- 
tion at SOc. 

At Chestnut street. Ihe lincsl from 
Ihe best makers. SI to S4. 

G, Have \ou Forgottert 


$6.30 and S7.50 Grades lor S5 

The men"s handles are buck horn. 

Cape horn. i\ory and natural wood 

liver irimmed— all mounted on a line 

qualiiy ol Levantine silk- 

ll'nmfo > ISB to 57.50 grade* lot 95l have • 
great variety ol lancy handles. 

I'lMpn liifiria umb'CHnt. lot men and women, 
still m good supply ai 51.50 and SI'. 

<I. Have You Forgotten 

jRocker ? smi a widdy 

varied choice among mahojjany work 
tables, writing desks, library and par- 
I lor tables, arm-chairs, lockers, elc. 
The kinds that by their beauty as 
well as their usefulness are sure to 
delight those to x".'hom they are pre- 

Among them are: 


CL Have You Forgotten 

A Framed Picture? 

i0ieji?2lnch*i. M>c 

C. Have You Forgotten 

The Automobile 

Owner? CivehlmsomelhlfiBlorhi* 

'Christmas , 

man tor H lo It-ttai 
pi tlO, 

From our omn irerl— 
tackct* lot 55— were s; 

1 ' H you hunt through the store you 
i carv't lind anything more useful. I ' jj.7j-r«t 

iD.iii-Ovoai Stioni ] iippie eiderdoi 

41. Hax-g You Forgotten^ 

Ia'eI; Petticoats? ] 

They wanted colored figures (mosI-| 
ly pink and blue) on while grounds,' 
backs ol plain pink and blue lo match i 
—so we had n quantity made up in| 
our own laclory. 

They are excellent sateen, tilled ! 
with best white goose-down. 6x6 H..S5. 

Il is this carolul attention to the 
wants of our customers that has in- 
creased our down quilt business this 
year far beyond all past records. 

G, Have You Forgotten 

Eiderdown WRAPPERS? 

ty 15 af>d 15 SO Made ol plain 

II mtfsicians. poeis, 
s," In oak frames. 

ipet and liamed in oak 52 30. 

Christy's colored prints in oak 
Underwood's colored prlnU, Ir 

C Have You Forgotten \ 

2y Neckfixings? I 


Sc wi 
bended iiocka wiih ope 

For loraod 15c Ihe 

Some peilcaly lresn» 

52.50. iThird lloor. Mntkc 

a. Have You Forgotten 

Boys' Clothing? 

i Very little prices— some reduced a 
hall, some more. Perhaps just the| 
suit or garment you are looking lor to 
I supply a last-hour gill. 

e ar* now Beiiin^ 

C Have You Forgotten 
Something for a Horseman L,.; 
or Horsewoman? ; ! ' 

Crofi and iiAlf.-many exc^u^l^■e design* i 1*8 5 

e 56. SO aoft which 
at 53.50. 
.'.JO~bluc cheviot, 15. 16. 

mill, J5— worth 57-50 and 

1 in euiomobiic s 

C Have Yon Forgotten 

A Table-Cover 


The mats were made last summer 
at odd times, and on that account are a 
third less in price. 

crri ol verona vclour. AVcraclnG^lx 

.niinu»*c»lia>". >l T9i<>M?&- 
,r,. i...h»ac«i'.i.on. so JO •/.« 17-39- 
—tapestry. Irinsetl all round; 

O raney Ncrolk i 



.— worih S8 50 a' 

lilk sewed. lEnlresol. Marliet si 

velour. tor slltlns-r( 

Leather, lor hall or den— 

4 30. iSctooMIwi 

Specimen Page Advertisement Sho-wing the Inland Type Foundry's Dorsey Series Used 
for Text and Display in Combination with MacFarland Italic. 

Specimen No. a7. 





An Entire Page of Extraordinary 
Values-Every One a Feature 




Indiana's Representative Showing of 

Millinery ^^"^^ 


tiquitilf «*» Jriijni in spring millinrry o( ihf qujiily ihi 
dnpaniMMii *o popul»r. H»n ihit posttii j dmmtnve tonr 
t^ln2 ihovn in the Stilt Pricti not neir vhitiht hitiirc vorth. Suppoie ^,< 
rou comr MonJiv *n<t mikc • (elcciion from thdc aliriciivr •Hortmend 'C -. 
*l «iMe • (mfto Id Ipro-B, Bid* of ilr«w bufioBi. »iUi ■ tack Iclisalac o( tbtdM L(J 

Untrlmmec] Hats Are Special 

A ip«l«l fntuie o( thi« hits ii th»t very liillt Itimminj riowen* Fon hat tbimmin* 

I requiied— they oie ilmoit totnplele lfo« "wib' o( rocH. dauin ud potdi.. ■< M, 

At$1.9B— Lace hju wilh [oldi ol cMlfon itound the *'c -orKi lie. / 

TiuJ and crown, ia the neweit ihapei in bli;k and white ImtwrKd n»«. ibrr* la a buncb, •■ ile. 'n light 

Al tS.4e-Matir,e hiti. the entire hii ii m>de of Uoe I'.kU °s *> bua*° >i'iir "* I'm* *°u(|' mp>^°' 

olij 01 naline in Ui[e »od loiill ihapet. ■una :it. — b.c 

Editorial Comment 

Another Innovatton 

si (hl9 
progressive store. 

Pettis Dry Goods Co. 

Now lor a Three Days* Special Sale 


Spring Suits 

We pldcf en i^le Monday over 2.000 spnng suits in all 
the favonic malenals and colors, beautilully tailored artd 
in every respect handwime and desirable garments at much 
less than they are really worth Such excellence in style i9 
rarely offered at such low prices this early in the sea3t>n 

You will be wise to seiie the opportuauy. 
Eton luiti made at Tme chcviol oi bioadclolh. jackeu liUeU or lalia Used, 
■kiru ID Caiins style, ualioed. tpccul, ., ^^ A Afk 

Over 500 tuiu at 112 M in evrrir good and dnirable ilrli <^' <hr leaiou It 
appearance tbcy reiemble tuiti al double the price. ^-f O PA 

choice. «I 91«*vU 

ind voilci. black or colon, apecial at $25.00, S1B.60 

'W« «i11 alio make a diiplay ih* Tint 
ceptionalt)< Hut collection ol more ei; 

ihapei, at. each 92S.75, 135.00 to 


the vety higheil (last 

■ '"' $60.00 

Our Collection ol Spring SIII<s 

ytta dt Crrie, bkMk ud c«iore4 illlii In all d«l>a»t* ciaif* lot •! 
•olu BbuiuBf fMc** and >biu Habulal allha. Id di»BBorli (Br- 

ri;^ .•"■"•"'-"'''''»»•« kAvE'""'""""' 

— ft>ti ud Wilt Ccstai 

BeautUul Black Goods 



'«"» •'.■ix,;s; 

" 8Sc 

■• 8Sc 



cho'fccsi" Wash Goods Assortment 

Every detirable irave and rrint'fe i* he'* '" » brojd aiioflmenl of (,-iiciri CI 

Poinl de Bru«lle» 2B inche* "ide, a bojMul mercen'tH wathable fabric, itiy ihtri »nd_ 

while proundl aiith Ihrcc ud lout'oned Doral pntitlngi, very 

OBly. a yard. , - - . 

Iriih Diniliei 30 inchei widti isoie beagiKul than ever, new ide*t and pruit- 

tngt. all worked out on a new cloth. 50 chaice deiicnt totclcct trors. 
'riih Linen Hopiack 2T ischei wide in light blue. tan. navy and si*y "'^^ mercetiicd 

bouretie eflecii for jhiitwaiit* and tub luiii, • yard 

Bayid'^e eolton covellie* 29 inch« wide (or early »prinj wear, tomei in navy. (ao. reieda. i 

julrlen bto-n. Iiehl bloe and champagne with luhed eUecu of 

tk.rtjot ah.iiivaiii Juiis. lyard 

Nouveaute mull 28 incbet wide in white and linted cioundi. alio black and navy with brautilul dotal 

pnnl'ngv roiebud. Ipiayi. Ieive>. dot* and fancy [leoret. corobined with damty theet 4Ca 

lace iti'pe cflecti. toti ud cliney for tireet and part/ eownt. a yard MU^ 

Uoiraine tiliue 19 inchet wide. fiWy diUetenI new iprinc ihade* wilh neal embroidered 

liguret. do<l. tiiipei. all light colon thit are abioltiiely fail.^ yard. 

"' 39c 
25c, 35c 
"f 75c 

utilul floral 


Mohair BrlUlantlnes 

ri.^ lor M...... ..IM.G "1^ ....'.L BO .unrlBnl. .1 (HI. 

Ul ..IcH .(• lu.I ^..n r...l>.4 T.l. Ilolli )-ju .»■ I. o.. of 

.."■-.'":.■?'"'-■•'•'"•' " soc "••'•KFivrrlrir' v" 

';.H'r,v."""""'"75c '" ■ .„. 

Select Your While Fabrics Now 




i5c 'VM2■■,■.•.,^■,'■.••;:,:"^ , »sc 

An Unusual Sale Negligee Shirts 



Ribbons a Fourth lo a Hall 

r^si.*.M. iv:,— -yj , s:;jj.»% ;. ~r., ■"- -,-5'; 
£W",.iy?::~~'."'>K' "'*'""""-iii't.',V.,-? 

China Cabinets 

Some place to 
show oil the fancy 
China is the deiire 

La VIda Corsets 


b'u <ui (cccDlgtica Ibla tMlor* Mad* Irom impori*.! SXa U 

Extraordinary Underwear Values 

VHf All *r* worth ibm "nr* vaai «• aak loa teH% Ib au. Uibt' 
•rl(tat, ■lift lew oKk. bo tirtm. Cbelm ol ita asnro « m^. 

lol 11 IfC 

"'::v r::-' ■"■" '"'" '—" ""■ """ '-' 25c 
Traveling Accessories 

loaitiaia Our iniak io./5- 

■Id bM d.»ari««oi It --. C\<^ 

parilfiilarli' aiiraeil'a ';'■.;,,'', -, Wl 

,.( II I Fl.l_ 11 ..toll ' V't^ 1 

ri-H^iEl^Il^^ ^m^<4 

:;:;s -s ;: "".'"•"• 98c 4"^ Js^ 

Specimen No. 28. 

proper reconstruction will save half, and it will be discovered, undoubtedly, that ninety per cent, 
of this interesting collection will bear cutting down and the addition of illustrative ideas. 

In specimen No. 24, I have reproduced a very good shoe ad., but a careful inspection of the 
re-written effort, directly underneath, will show how the original may be shortened and made even 



Tins czncAoo bttkdat truiiinki jmnc o, im4. 

rpitE itu^,^tm 

.Derby Day millinery 

'i^J >jf ■4l"e Rootn'cit hat 

ruf madfU of ikt 
idrr hfti hrcutht 
Drrty Dav- Afanv 

Jvitd ifT ihit tvtnt — fitlurtiyut 
eJaflaito%t c/ /ameut fe> 

Tilt Aim Strimll (/>ti 

Chic veils and neck-wear 

r^OKRECT for Derby Diy— Chint.lly lace, chiffi 
^-^ and > wide vineiv ol netj m new colofs and deii(;t 

Saiemeor Muli ebcuill* nJi. 

Special showing of the 

new Fasso corset models 

TAtrJ tfi-.*. S!ai 

New effects in linen suitings 

NEW fancy «cavei in linens tor shiitKiisi suiri— all (he 
toolrii, imnttesi colors, while, unblcailicd and notural 
linen ihadei. net. voile-, boucctte andcraih effcciv Firmly 
woven, il launders perlettly, opcn-meihcd. il is one ol the 
most popular summer (abnes. at. per 'yard. 25*. 

Annual sale of ribbons 
An offering of unparalleled values 

THE ribbon sale opens its lerond week with added at- 
tractions. Fresh shtpmenta have been placed on ulc 
— the choicest weaves, at sinkingly low pticcs. 

10c plaifl ■■)<] Il 

10c hnt 1U1 

3Sc lanr 

35c imporltd b 

ncim riblHiD, l)t tanhn. * 
e(* nbboa. SK xi> . itv.n 

mnMiribboa, m imhct 
RrU iibboo, tK .a., loli 

Fancy leather wrist ba^s 

FRENCH soede hjgs. bigh colors, lancjr gun-metal and 
jeweled Inmes— Derty I>ay novel lies-' be hs tti match, 
new style harness buckle, at 9,1*0. 8. SO. T 90, aod q.OO. 

:. rfi'h basJ 

Clearance sale of tailored suits 

Costumes for 
Derby Day reduced 

1 rhi: 

r* stock o( c 

ind suits is included in 
in silks, vniles. crepes, 
>Sl popular colors all 




Price reduction) in suits 

Special— A crcii lot el >amFa-> raaibosi aed t 




tv.rsiDd 1 



«nd coat 


vna > 

rf t-i!Smv 


ai^tnttrt, tS 

•5 /■«< 

mt. m^lu 

M rv.A, 


.«, ft^, ,M 

, »w 

■ yr ifK 

a*A infii 



11 If 


<td tlO ce 


oa.t.t ^.9^, 






Smart foofwear styles for the Derby 

I.6S iQd I as. 

Trefousse kid gloves for 
the Derby 

'T'REFOUSSE kid glove* (lult- 
■*- less in fit. soft, thin and pli- 
able, in the most delicate (hades 
— the pertetl finish for » haodtome 
Derby Day eoatume. 

laemeot: Womto'i 

All Oriental rugs in our 

magnificent stock — 

the choicest specimens 

from Turkey. Persia 

and India — • 

at radically reduced prices 

Annual remnant sale of silks 

Prices one-third to one-half former quotations^ 

'T'HE siTk taJe inatijnraled \UX T»«»*iy ras the most (*niafl<able o( the year, T 
* fuel b doe to the vast scile on which it "is orpnn^d. the unfirecedentedly I 
prkea, Ibt bi^b quaiiiy of tha tiUu and the enormous crowd of psrchftsen r^unr 

Thli » tS. ta<id*l d'Ui.op of iha tilb, Ewtr r>i«e und. 

t»nrt i-aidi 11 In 


hit .St. .euM ,.< 

picton .1 C".r ..[Mifi'ioo lo> «V.o]uU iR-h.,.lltn, w-.t doi «a.>sl..>.M bi.ond qu.ii.oo. ^•^*,' ^^ Ifioit.'r*' 1,89.111,.'-'*' '^*' 

, In order to BUttain tbfl (ntetiest m (he sale, we have included many silks not pre- 
vioutly sbc«n. There ore hortdre* of lengths (rom IS to 20 yards, sufficient (or lull suits. 
The prices hsve been nviavd «Ad mada-even lower than those which we quoted last wezk. 

Sunshades and parasols 

in Derby green 

r^ORRECT ceaehmg parwob 
^^ and sonshadca tee displayed 

m a bewildering variety. The latest 


gnea. which it 
; correct tolor lor the Derby. 
<m2,G0iofe. Otberi up to 130, 
Special: HraVT'-eitbi latfcia 

Special sale of shirtwaist suits, *3 

7^e nev/ handkerchief linen waists. 3,50 


bought severaJ thousand si 
ham, In a number ol attractive ^ 
found <i nrci^^Batv -IP dispose of them 
■ nd 6,35— but reduced lo 13. 


suns, in lawn and ging- 
1— poailively worth 4 60 


ntue gcraraa 

Important nle <</ oejligee* uid hi 

Cl'-atance wie ol the finest dimity and lawn neglicees. kimonos 
acd hon.- Rowns, made in the latest iashion and tnmmed with lace. 
Imcy braiJ and nbboo. at hall regular prices. 
tl Vt" ff'^t, rl $1 IS A-wi gmni II I f9 4 di? ^.m-l, wtfU'i. I tS( 

• t! »,mtnt ftrnv. I ii. tr. Smm f-a-i. 3 95 


Black goods specially priced 

REDUCTION sale of hi^h-grado excluaii/e blsck dress 
g'-5ds— citreme Pans novelties: odd lots, ball pieces 
and dress patterns ol sdk and wool crepei. eobcones. gren- 
adines, voiles, and other materials, 1,50 to 99 vilues at •!, 

Tan lace lisle stockings, 50* 

ALL the new shadesol tan andchampagne. id silk and lisle 
thread hosiery; /mbroideted. lao- openwork or pnnied 
A tpecul lot ol tan lace hosiery, full lace or lace anide, 30*. 

Wonea'l baiirrr. purl th"id .ilk. in l*tl black, a valnt. 1. 10 

A notion sale of great importance 

to dressmakers and home seamstresses 

Clearance sale of laces, silk chiffons and 
robes for the Derby 

THOUSANDS of yards ol Venwe appliqo-s medallions and bands, in white, cream 
and two-toned effects: also beautilol lace and batiste combmaticns at pnces that 
lange Irom one-third to one-hall the intrinsic value ol the goods. The best patterns ol 
■he season at prices which set a neo standard. fii,i »„•, j»i. ,».« 

Lotl-ze* 1^3-46* Lei 3-08* Lot 4— 1.29 Uk 5-2.98 

Special aale ef chiffon, i 

whiiE and niirlr all colo 
Robe* for the Derby 'robr loooi. 

i/'"°: 25* 

Annual sterling 
silver sale 

THE lana Illvtrw.rr t.lg .ur- 
p*..«<) all utK,> 

50% 33K% 25% 

Discount sale of rare artware 

cut glass, clocks and china ^ 

CAfV off marble 6g- 'te.Of oSbroascbuRa. 1 ety off Hs*iriad 

^^ /O ufK. lad buiM, ■^-'/C gutiJl art fla... '■'/O cti.u and all OMa 

ifo, Boial Crown Dfiby. Vrton. Krvi« plaua. paimai, i-uJdint i*i.,cl,op 

'VXU^ off Royel tCyOf off Hchcutg1a»s, inCT'oSchafingdi 

JJ/O/fc Vienna »»«., *V/0 \V.di«ood laipci ^^ /O in kdilf., , 

iBand. clf>itc«D(. EDcliita •Iccltic lamp., ooti and ^T.iidii, crnckos lod fald- 


Half price sale of fine lace curtains 

THE heavy Belline of 1 
arc to be discononi 

S{H'cinien No. 29. 

Stronger. Of course, the re-written ad. occupies a little more actual space in larger type — \i point 
Old Style — but by counting the words the "boiling down" will be noted. 

Practice like this, even though it is not an improvement, is what is necessary, and the Cyclo- 
pedia in the back of this book can be drawn on for material and data. 

4» Introductions. 4» 

A Little **Hot Air" So Called, Judiciously Introduced 

Before Getting Down to the Real Business 

Facts, Stimulates Interest. 

The value of the introduction feature in a large department store ad. — or most any ad. of size, 
for that matter — is unquestioned, providing it does not extend throughout the whole effort. 

A good introduction in a large retail ad. is indispensable, because it is a sort of declaration of 
principles, and generalizes pleasantly on the strong features of the event. The ad. writer, how- 
ever, should not depend on the introductory features at the expense of the news, facts and 
money-saving proposition. 

The small ad. of say five or six inches single column should not as a rule devote more than 
about two inches to introduction — then give the facts. 

The following pages will furnish good study, and while of course they can be modified or 
copied with slight changes to suit the occasion, yet it Is best to catch the drift and originate some- 
thing new. Practice writing introductions until you are expert in it. 

Other stores and manufacturers wonder how we can make 
such an offering as fills our counters this week. 

Trade experts can analyze this Sale as our public can not. 
They realize that everything we offer is fine, perfect, staple 
goods, that there is no real trade reason for reducing the 
prices, and are amazed that we have succeeded in presenting 
such an offering for this annual event w'ith trade conditions so 
much against us. 

New fashionable fabrics and furnishings at prices that com- 
pare favorably with what you would have to pay for out of 
date, shopworn goods and bankrupt stock. 

Give us a chance to show you what a little money can 
do. Its purchasing possibilities in our store will surprise you. 
The prices we quote are only a few among many equally low. 
Remember that satisfaction goes with every purchase or sale. 
Put us to the test 

We don't believe in cutting prices and we don't have to 
cut ours. We make them right at the start, and this makes 
the goods move. If any line shows inclination to stay 
with us — something that very rarely happens — we know 
that the price is not to blame, and that the goods must go. 
When this decision is reached it is not a matter of price cut- 
ting, but of price obliteration. Cost is not considered in the 
matter at all. We simply wipe out old prices, and make 
new ones that will compel the goods to start. 

A glove on the hand is worth two in the box. This is 
peculiarly applicable to these gloves for women. Put the 
glove on and you can tell the value at once. Never mind 
who made them. The light weight kid is soft and pliable, 
insuring a good, comfortable fit, 

Our long experience ought to count for something. \^'e 
have made a careful study of the wants and wishes of our 
patrons, and believe that we can satisfy every taste and meet 
every requirement. We have always succeeded in pleasing 
our customers, and are better prepared than ever before to 
give them perfect satisfaction. If you have never traded with 
us give us a call. We believe we can suit you too. 

Our competitors look and wonder and do not know what 
to think of it, as it is a known fact to them that we sell our 
goods as cheap as they can buy them. 

If you find anything wrong about the goods you purchase 
from us bring them back without a moment's hesitation, you 
will find us more eager to meet mistakes than you are to dis- 
cern them. Satisfaction everv time or no sale. 

Annual November Book Sale. — .An event brimftil of 
interest to book lovers. Anticipate your Christmas wants 
and save. For a number of years, it's been our custom to 
conduct a book sale. This year we're better prepared than 
ever before to furnish books to meet almost every requirement 
at most liberal price concessions. We have a broader, more 
comprehensive book stock than ever before. 

Eye strain is conducive to many diseases of the all- 
important organ ; nay, even acts detrimental to the other 
parts of the body. How important then it is that your 
glasses are fitted perfectly. It has been our specialty for 
thirty years. 

Have you any use for a good chopping axe ? If so, 
here's the place you can get the best that are made. A[[ 
kinds, single or double britted. 




If you want to save money, you can't afford to miss 
the opportunities offered at our sale. If you need the goods 
or are likely to need them during the next year, you will 
make hig interest on your money by buying more. 

Before you send your money to the mail order houses 
give us a chance to show you what we can do. We believe 
we can give you better satisfaction than you can get if you 
trade with strangers ; we are sure we can give you better 
value for your money. 

Not the cheapest, but the best, is the motto of this store, 
and we aim to live up to it. You will find no cheap trash 
here, but we sell reliable goods at wonderfully low prices. 
No one handles. 

We have no get rich schemes to offer you. We are 
not running a gift enterprise and we give you no chances in 
a lottery. But we are selling reliable goods — goods that you 
need every day, at prices that will save you money on every 
article you buy. 

For some to buy Christmas gifts ? Not a bit of it. Now 
it just the time to make your selections before the prettiest 
things are gone. Everything is fresh and bright now and 
nothing has been injured in the slightest degree by handling. 
Another advantage of buying early is that you avoid the 
crush and compression usually inseparable from holiday 

A boy's physical development depends a good deal on 
the kind of clothing he wears. It should be all wool to 
ward off rheumatism ; perfectly cut and fitted to give his 
limbs free play and make him grow up straight ; of a thick- 
ness suited to the temperature to keep away colds. 

We don't want to spend much time in praising our 
goods. We want you to come and see them and form 
your own opinion. We feel sure you will be perfectly 
satisfied with both the quality and the price. 

Sneezing yet ? Well, you will be shortly if you are 
not now. Remedy ? our men's medium weight under- 
wear. Of course it isn't safe to risk thin underwear these 
days, too many sudden changes in the weather. 

Ferns, as graceful decorations as nature ever produced ; 
and palms of all sizes, from tall, stately fellows to wee 
but ambitious ones. Such is my special offering this week. 
Specially fine specimens specially low priced. 

A good set of teeth gives expression to the mouth. Per- 
haps you need a set, but dread having old teeth extracted. 
Our new botanical discovery applied to the gums prevents 
any pain whatever. Will extract your teeth in the morning 
and have the new set ready at night. They will fit or you 
need not take them. 

Did it ever occur to you that there must be a reason why 
so many people recommend our health and accident policies. 
It's this way. We pay all claims prompdy and without any 
fuss. Call at our office and get list of 53 clauns paid within 
the month. 

Cheaper than rent ! Yes, cheaper than rent is our plan 
of building or buying a home for you. Besides you can 
build just to suit yourself. If you own a lot we require 20 
per cent, down, and if we buy a lot and build for you we 
require 2 5 per cent. down. In either case balance at the 
rate of $8.00 monthly for each thousand dollars we invest 
for you, and in a few years you own your own house and 
the landlord does not. Don't that beat paying rent ? Come 
and talk. 

One thousand boys wanted to put their feet into one thous- 
and pairs of our bovs' fall and winter shoes. Good boys or 
bad boys — either will do. Neither are we particular about 
the size, for we have all sizes. We have the shoes to please 
the boys, and to please pa who settles the bill. 

Furs for Fashionable Folks — not a single piece of any kind 
did we carry over from last season. No " moth ball" odor 
in this fur department of ours. Absolutely new, fresh, clean, 
stylish and beautiful pieces is the only sort that can gain 
admission here. The gathering as it is has entailed much 
thought, worry and extensive work. Every garment is made 
from the most carefully selected skins. No seconds are con- 
sidered when we go out in the fur hunt. You should be 
just as careful when you go out to buy. It is hard to tell 
sometimes what kind of affelt is back of the fur. You have 
to depend largely upon the veracity of the merchant. You 
will hear the truth, the whole truth and nothing but the truth 
when he talks to you. 

Just because most folks look down on it, a small boy's 
hat is about the most important part of his get up. Instead 
of the time-worn styles everyone knows by heart, we pick 
out the best straws and shapes and have them trimmed in 
designs of our own selection — that's how we've so many un- 
usual and pretty things among the Jack Tar straws, cloth 
tans and automobile caps we're showing boys this spring. 
For with hats, as with furnishings and shoes, only the best is 
fit to put alongside our high-class boys' clothing. 

Our fijrniture buyer is a most particular man when it 
comes to suiting him on the mattress question. We don't 
know how many scores of sample mattresses have been sub- 
mitted to our inspection and discarded as not up to the mark. 
Sure it is that a mattress must be well made and above all 
stuffed with a sanitary filling before it is accepted as fit for our 
customers. If you rip open the mattress on which you are 
sleeping you may find some puzzling stock inside — but here 
you will know just what you are buying for the knife goes in 
the seam and the customer is made thoroughly aware of the 



Don't bite off wire with your teeth, pull up tacks with a 
table knife, open fruit cans with a screw driver, split wood 
with a butcher knife, sharpen your knife on a crock or borrow 
your neighbor's shovel or spade. Last but not least don't 
lose sight of the fact that we carry in stock every conceivable 
kind of tools that are used in the kitchen, shop, field or 
garden. Why delay your visit to the store ? Good bar- 
gains await your coming, and )'0U will find them here when- 
ever you come. But some of the best may be gone before 
you get here if you linger too long. 

\^^hat would Thanksgiving be without a turkey ? and 
what would the best turkey be without our cranberry sauce? 
We can supply you the turkey — a partly Thanksgiving bird — 
if you send in your order in time, but don't delay or you may 
be too late. We don't furnish the sauce but we can supply 
the materials — genuine Cape Cod cranberries and the best 
refined sugar. We have lots of things too that you \\ill want 
for the Thanksgiving feast. 

Annual Thanksgiving Oftering — Splendid preparations 
have been made for our Thanksgiving sales — our buyers for 
months have been looking ahead to this period and their pur- 
chases of high grade dependable merchandise have been very 
extensive. Great saving opportunities are off"ered shoppers 
owing to shrewd buying and an accurate judgment of the 
people's needs. 

If you buy an article here and find it in any way unsatis- 
factory bring it back and get your money. Don't want 
your money unless you are satisfied and you have your 
money's worth. This is not sentiment — it's business. It 
pays us to treat you right. 

Fall clothes for men arriving — coming in fast — yes, and 
going out too, for already a good many men have liked the 
new styles so well that they have bought their autumn suit. 

The make room season is again here. Our fall line is 
beginning to arrive. The heavy suits and overcoats take up 
much space. We have to make this space now. We have 
quite a few single suits of lots of summer and medium weight 
left. These we must clear out regardless of the season's sell- 
ing price. 

We wish to emphasize an advantageous feature which 
marks our peculiar selling organization. It is nothing more 
or less than the agreeable manner in which our salespeople 
wait upon a customer. Giving the smallest transaction 
the same careful attention and interest given a purchase reach- 
ing into the hundreds. This plan, which is carried out all 
over the house, greatly enhances the pleasure of shopping. 

It seemed that people were just waiting for such a store 
as ours, where they could find everything good to cat ofl"ered 
so attractively and so reasonably as to make purchasing a 
pleasure rather than a monotonous duty. 

From the very beginning of our business we have laid 
great stress on courtesy to our customers. We did this simply 
because it was right and their due, but the result has been a 
phenomenal increase of trade. It seems that our people 
appreciate being treated with politeness, and have rewarded 
us far more than we ever expected possible. We do not 
deserve much credit for being nice to our customers for it 
seems we have the very best class of trade that any store in 
the city ever had, and being nice to nice people is indeed easy. 

It is more profitable to retain an old customer than to 
look for a new one. If your treatment at our hands is not 
perfectly satisfactory, let us know and we will correct it. If 
it is satisfactory, give us the pleasure of serving you again. 

The mill end sale is sviingirig along like a great Ocean 
liner on a record breaking voyage. Previous records began 
to go the first thing on the first dav. There were more 
people here, they bought more, they were better satisfied. No 
sale of the past can show such a record. 

We try to make friends with our customers. Transient 
trade is all right, we want that, but steady custom is the foun- 
dation of business; that is what we are w'orking for — the year 
round trade. We are making prices that will attract you and 
we guarantee a treatment that will hold you. 

Housefurnishings by mail. We would like to see every 
one of our customers face to face. But it is not always 
possible. The next best thing is to shake hands with them 
through the mail bag. We have taken great pains to so 
arrange our mail order department that correspondence shall 
be very prompt, very accurate and very plain. The illus- 
trations and samples we send are exact. The descriptions 
are definite and in no case overdrawn. If you will jnst 
drop us a hint of what you need, or what you may need, 
we will do all the work and take just as much pains as — 
yes, a little more pains than if you were visiting us in person. 

Are you ready for business correspondence ? We've 
been busy all summer making tons of paper and millions 
of envelopes. The kinds business men need for their letters. 
Good stationery is a help to business in convenience and as 
an advertisement. 

Preaching the Practical — Our ads. are our business ser- 
mons. Through them we preach the principles of practical 
economy. The world is made up m.iinly of practical 
people. People who have a just regard tor the value of a 
dollar and its purchasing power. Money honestly and 
economically spent is money satisfactorily spent. As exam- 
ple is belter than precept, so is practice belter than preaching. 
Read what this store preaches and profit by what it prac- 

A happy thought for a jewelry introduction — " Happy 
is the bride that the sun bursts on." 



It is never any trouble to show goods. We realize that 
you are not going to buy certainly unless you see the goods, 
not hesitate at any time to let it be known what you are 
looking for and we'll get it if we do not have it on hand. 

We make no bones about giving you credit. It's free to 
everybody. We sell clothing on credit because we found 
that thousands like to buy in that way. You're welcome, 

Dress well on easy terms by means of our simple credit 
system. You have no objectionable questions or inquiries to 
meet. You receive the same courteous treatment as though 
you were a cash customer. Our prices are lower than those 
the ordinary tailor is forced to ask you, because our clothing 
business is on such a gigantic scale that we can produce a 
perfect fitting, best quality suit at a much lower cost than 
that charged by the tailor who sells only, sav, one dozen suits 
a week. 

We shall not devise systems to ensure honest goods and 
then forget to deal honestly with words in advertising them. 
No juggling here ; everything is marked in plain figures. 

It is to those who have shuffled off their mortal coil of 
single blessedness that we address ourselves to-day. It is to 
their sense of the economical, their appreciation of the ele- 
gant and good things in housefurnishings that we wish to 
appeal. We know that we are in a position to help you 
materially on the economical side, and a casual glimpse into 
our great store, filled to its utmost capacity with good equip- 
ment for your new home, will convince you that we pos- 
sess the elegant and substantial things. Young man, if 
you've just been married, or are just about to be, come in 
and look around a bit. Bring the girl with you, for it's a 
ten to one shot that she's a better idea of what's wanted in 
the newly made nest than you have — and any way what's 
to be bought. Bring her in, we say, and let some of our 
salespeople go through the building and show you how 
cheaply a house can be furnished throughout from this store. 

A difference with a distinction — when a man gets the 
best of a bargain the world laughs with him, but when the 
bargain gets the best of it the world laughs at him. 

Many bargains are not mentioned in print. Just as the 
pages of a newspaper cannot possibly chronicle all the inter- 
esting news of the day, so our daily news can never give 
you more than an imperfect idea of the bargains our store 

We have perfect confidence in our new goods and 
believe they will bear the most rigid inspection. We have 
much pleasure therefore in asking you to examine them care- 
fully, for we are assured they will stand the test with regard 
to both style and quality and there is no need of mentioning 
the prices. They speak for themselves. 

We don't talk much about our goods ; we don't have 
-they speak for themselves. All they want is a chance. 
Come and see them and compare quality and prices with any 
of the much vaunted goods offered you elsewhere. 

Everything fresh and good — everything neat and clean. 
Fair prices, courteous attention, prompt delivery. These are 
the leading characteristics of every department in our store. 

Everything the market affords that is worth having can 
found here at its proper season. We are always up to the 
minute in getting seasonable goods, and sometimes we are 
able to force the market a little. 

When you buy anything of us — no matter whether it is 
big or little — you may rest assured that it will be delivered at 
the time promised. We are proud of our reputation for 
promptness, and our delivery system is as near perfection as 

We make a specialty of showing the new styles first — 
you have heard that from your neighbors — and if you doubt 
it, satisfy yourself by calling. 

Everything in fine fetrie — we're ready — yes, splendidly 
ready — with one of the grandest expositions of bright new 
merchandise it has ever been our pleasure to announce, and 
we extend you an invitation to attend our annual fall opening 
in our new store. You will find us prepared to fit you out 
fi-om top to toe with the most beautiful creations of the mas- 
ter minds of the world of fashion. European ingenuity and 
American skill have combined to make this an event that will 
long be remembered by our city folk and the lessons in econ- 
omy which we shall teach here during the coming week will 
be both pleasing and coijvincing. You'll come, of course 
you'll come — and marvel at the immensity of the display 
made possible by our far reaching influence on both sides of 
the Atlantic, and not the least important feature of this great 
fijnction is our invariable policy of selling on a margin of 
profit or close to cost to prove that shopping here is always 
profitable. We have a lot of odds and ends that we are tired 
of seeing around and they take up room that we need for new 
goods. We have marked them at prices that w-e think will 
make you glad to take them out of our way. Remember that 
they are not old, shop-worn goods, but broken lots of the 
lines we are selling every day. Come and see them anyway. 
Some of our patrons are bound to get bargains, for it is 
against our rule to carry any stock to another season. 

Friday — Bargain Day — Set apart by us as the greatest 
money saving day of the week. Judging by public appreci- 
ation of its advantages it promises to be the busiest day of the 
week. It won't take long before " Bargain Friday " will be 
synonymous of money saving. 

A Miss-Fit and a Miss- Hit — Miss the fit you Miss the 
hit — Miss the Miss. Hit the fit your fit for a hit — make a 
hit with the Miss. We make the fit. 



These are busy days for Santa Claus. He has to he 
everywhere at once, peeking around corners to see who are 
the good girls and boys ; trying to find out what everybody 
wants, so that he can make everybody happy on Christmas 
morning. Then he has to come to our store and get every- 
thing ready to fill the shoes and stockings on Christmas 
morning. But Santa Claus and everyone else finds us won- 
derfully helpful in getting things for Christmas. Here are 
the broadest, choicest stock of holiday goods to be found any- 
where, a safe, convenient, comfortable store, efficient and 
courteous salespeople. 

Low prices here don't mean cheap goods — not a bit of 
it. \^'e use the term "low prices" in the comparative 
sense only. Some goods are too cheap for us to handle — 
others too dear — in neither case do you receive proper return 
for money expended. You can shop here with the fijU 
assurance that you are getting one hundred cents worth of 
value for every dollar spent. 

^^'e put a hat on vou — if it doesn't wear well it's a hat 
on us. 

A good book is always an acceptable present and we 
have a large number designed expressly for this holiday trade. 
They represent the highest attainments of the bookmakers' 
art — and some of them are marvels of cheapness, when their 
quality is taken into consideration. They cater to all tastes, 
and if you are in doubt about what you shall give a friend, 
you will certainly be able to find something satisfactory 
among them. 

The beauty of a charge account ! During the holiday 
season, with its beautiful custom of gift giving, there are 
added demands on the family purse, and a charge account be- 
comes not only a convenience but in many instances a 
necessity. The beauty of it — you can make your purchases 
and pay for them at your leisure. 

When vou buv what's best, you buv but seldom; when 
you buv what's cheap, you're buying all the time. 

A dining room in Sharaton style offers a beautiful treat- 
ment where lightness and grace of design are the required 
features. In the long, low sideboard with its graceful 
tapering legs, the round dining table, the cabinet for china 
or glass, with its quaint mullioneJ windows, with chairs all 
conforming in beautifully selected mahogany relieved by fine 
lines of inlay. The original feeling in this classical Eng- 
lish style is adhered to in every line of these reproductions. 

Here's a mine of wonderful values — a bargain mine 
that will yield up its treasures this week according as you 
dig more or less deeply. A wave of undcrpricing has 
swept over the entire store. Every department is affected. 
We've gone through the entire house and made up a list of 
specials that will stand without precedent or parallel. 

We want you to frequent our store on your shopping 
tours. Come in, look around and get suggestions for 
Christmas. If you find any old, antiquated stuff here, we 
will give it to you. 

Of course you want to shop in the coolest store in 
town these sultry days — a store where there is a shady 
reading room, a dainty restaurant where appetizing dishes 
are served at moderate prices. The store of summer com- 
fort and pleasure — that's ours. 

This store is the store for bargains, no matter where you 
go, from one end of the city to the other. Can't find a 
place to suit you as well as this good, old reliable grocery, 
where every article, big or little, is priced so low that it 
defies all competition. Come here to-morrow and try us. 
Bring a few dollars and leave an order. We save your 

When our store is thronged from morning till late at night 
with eager customers, it is impossible to give each buyer the 
prompt attention which we desire to accord to all. Ourstaf? 
is large and anxious to please, but has its limitations. Patrons 
who are not compelled to defer their shopping to the 
last will benefit themselves and confer a favor on us by 
coming early. 

The wise people who do their Christmas shopping early 
are becoming more numerous every year, but there are still 
enough procrastinators to make a rush inevitable at the last. 
You will save yourself a lot of annoyance and stand a much 
better chance of being suited by joining the ranks of the early 

A Ticker that Ticks — What is the use of having a watch 
if it fails you just when it is important that you know the 
correct time ? We have dependable watches — the best 
American and Swiss makes and they keep correct time to the 
fraction of a second. All styles and kinds of solid and gold 
filled now ready. We will sell you a high grade watch at 
as low a price as can be obtained in this or any other 
city. We take pleasure in showing these fine goods to all 

Real Fur Bargains — his not the lowest prices that tell of 
the best fur values. A difference of a dollar or so in the price 
of a garment is not a matter for serious consideration. It is 
the quality of the skins from which they are made and the 
thoroughness of the furriers that made them up that gives the 
real value. One unqualified guarantee covers all these 
points — you know our furs arc right or they would not 
be here. 

Fresh meats — by all means fresh — that's what you 
want. That's wliat we sell. Our market is fast becom- 
ing the popular meat market of the city. Drop in and see 
us. You'll then see why it is. 

Phrases and Expressions 



Over 1000 selections which enable the ad. writer to quickly 
tj^ drasp the ri^ht word or phrase, when the brain is slu^dish. (p 

This list, alphabetically arranged, is just as valuable to the ad. writer as is a dictionary to the 
purely literary man. Anyone who writes ads. will at times be at a loss to give the proper expres- 
sions, and this mammoth list will then prove a gold mine. 

You may find it hard to start your introductory pithily — here is your help. 

You may feel the need of a few connecting words that have "the swing" and lead up to the 
ordinary descriptive matter — these phrases and expressions will put you at ease and smooth out 
the wrinkles on your forehead. 

Read them over and practice connecting them in whatever work you have in mind. 

All records broken. 

Always on the alert. 

A style to fit every fancy. 

A triumph of worthy goods. 

A great truth quickly told. 

Alluring advantages. 

A winning proposition. 

A little money goes a great way. 

A business proposition pure and simple. 

An old house with new values. 

A spring freshet of attractiveness. 

A poor article is no bargain at anv price. 

Anytime is a good time — now is the accepted time. 

A bargain menu for hungry shoppers. 

All flow — no ebb. 

An era of economy. 

Alive to trade conditions. 

An investment that pays. 

A mere promise gets these. 

An appeal to taste and economy. 

A vesting investment. 

A combination of profit. 

A trial proves the worth. 

A top notcher for the money. 

A medley of merit. 

Always the best for the least money. 

Always ahead of the line — right up to this evening. 

A pleased customer pleases us. 

A trumpet call for bargain seekers. 

A policy whose alphabet spells success. 

A revelation in delightful cookery. 

A fiall value for an empty pocketbook. 

Advance styles without advanced prices. 

A single fact outweighs a thousand claims. 

Always think before you act — but don't think too long. 

A halo of satisfaction. 

A money saving triumph. 

A banquet feast of bargain splendors. 

A little higher in price but cheaper in the end. 

A bargain that's a credit to the word. 

A mighty movement in excellent goods. 

A timely tip. 

Attractive exhibits. 

A story worth telling. 

All we ask is comparison. 

A busy corner in a busy store. 

A bristling armament of bargains. 

Aggressive methods win. 

A chance for saving. 

An honest word of honest goods. 

A host of incomparable bargains. 

All people who buy want the best. 

Appropriate goods at appropriate prices. 

Another dip in prices. 

Attractions in merchandise. 

A mere suggestion often aids a purchaser. 

A mint of hints. 

A harvest of furniture fancies. 

A few words but they mean everything. 

A masterpiece of wise business forethought. 

Astonishing buying chances. 

A dull thud in prices makes a lively week in our trade. 

An overworked dollar. 

A matchless out-pouring of values. 

A header in headgear. 

A little money well spent, works wonders. 

A soft touch on the contents of your purse. 

A pound of fact is worth an ocean of fancies. 

Admirable array of new goods. 

A specialty with us — not a side issue. 

A prescription for a languishing counter. 

Ardent copiers take the cue. 

A china chance. 

A store full of quick movement. 

As rare as the prices we give them. 

Absolute economies here shown. 

A store where confidence dwells eternal. 

All that's latest — all that's good. 




A little nonsense is like our product — relished by the best 

of men. 
Admire and study during this opening. 
A sale of little things. 
Annual public benefit sale. 
A quality store. 

A chance that will impress a multitude. 
A little publicity goes a long way. 
A goodly collection of correct styles. 
An impressive sale will be in full swing. 
A soft feather pillow absorbs the cares of the day. 
A difference with a distinction. 
An eye-opening sale begins to-morrow. 
Alluring arrays. 

A daring cut in prices all along the line. 
A purchasing chance that few will miss. 
Advantages that will appeal to any shopper. 
A flurry in shirt waist prices. 
Advertising by us is reliable advertising. 
A palate pleasing variety of eatables. 
A mine of stirring bargains. 
At these prices the goods will go quickly. 
A lesson in price cutting. 
A price that would please you. 
Attempts at word painting are now futile. 
A bunch of prices. 

A patron gained by quality remains one. 
An irresistible series of specials await you. 
Accuracy our motto. 

An opportunity worth taking advantage of. 
A clean sweep with low prices. 

Benefit of bigness. 

Bargain facts. 

Big banner bargains. 

Better times mean better goods. 

Bargain bulletin. 

Bargains — not remnants. 

Big store filled with little prices. 

Broken sets at broken prices. 

Bright goods at bright prices. 

Bigger, brighter, better bargains. 

Beautiful effects from beautiful goods. 

Best made for best trade. 

Better a little more quality and less quantity. 

Beware of shoes where wear is not. 

Because they fit well — they wear well. 

Big prices are on vacation. 

Best goods for best buyers. 

Be in the swim. 

Bring your small change. 

Big bargains in bristle goods. 

Balance the goods with the price. 

Bargain Friday possibilities. 

Bargains are the accidents of a great business. 

Buying centre of the masses. 

Bargains beckon you. 

Barely able to hang on is the dealer who persists in clinging 

to old methods. 
Business is bulky, but under the spur of necessity it will move 

at its accustomed pace. 
Better than gold dollars at fifty cents. 
Big results from small beginnings is the only name for the kind 

of investment we offer. 
Better goods same money — same goods less monev. 
Be fair to yourself. 

Best leaves no room for improvement. 
Boundless profusion of new and nobby. 
Buyers busily buying big bargains. 
Bargains not found every day. 
Bargains for thrifty shoppers. 
Be wise — shop here. 
Buy where it is cheapest and best. 

Cash is King. 

Cash is economy. 

Cash here is mightv. 

Continued underselling. 

Condition and necessity. 

CUnk of dollars saved. 

Credit for those who ask it. 

Credit here is at your disposal. 

Cash is the axle grease of business. 

Clutch the mighty dollar. 

Consider well, then decide rightly. 

Comparison price sale. 

Come back again trade makers. 

Coin can be made (because saved). 

Correct styles at correct prices. 

Can you resist this great temptation } 

Calcium light of common sense. 

Cash alone is King. 

Can you meet or match these values ? 

Convincing economy. 

Chance of the season. 

Come, consider, criticise and compare. 

Combination that unlocks the pocket book. 

Credit here nicely suits small earnings. 

Common sense commands. 

Contemplate the full force of this event. 

Cash prices on cash bought goods. 

Cut prices are here bidding for business. 

Correct effects are not accidental. 

Care was given to each and every detail. 

Convincing facts of convincing goods. 

Credit us with enterprise during this sale. 

Credit business at cash prices. 

Canny readers will be prompt purchasers. 

Clock prices cut in half 

Come to look and you will remain to buy. 

Caught in the price maelstrom. 

Criticism is welcomed by us from everybody. 

Cool A. M.'s and P. M.'s mean light overcoats. 

Costs but little, but worth much. 



Conquering defiance sale — Invincible bargain leadership. 
Calculated to take your breath away. 
Come to us when you want a heaping money's worth. 
Chilly winds cannot keep the people away from our tremen- 
dous sale. 
Cash or credit ? In either case you get great value. 
Comfort at any price. 

Clip this out or make a money-saving memo. 
Change in style — change in prices. 
Clipped prices and the highest grades tor you. 
" Cold wave " coal. 

Cheap is a term that applies only to our prices. 
Credit — denied to none — offered to all. 
Care was exercised in writing these statements. 
Comparisons and calculations concerning cash and credit. 
Competitors watch our ads. with absorbing interest. 

Count it good if • sells it. 

Coupled here are high qualities and low prices. 

Consistency is the gem of all business propositions. 

Competition is active, but we more than meet it. 

Cooking comfort at small cost. 

Comparison throws into bold relief our offerings. 

Common sense versus false economy. 

Careful readers will respond to these suggestions. 

Confidence begets credit — credit creates prosperity. 

Cheapness in prices only — excellence in qualities. 

Cash buying means saving. 

Clear statements made our advertising interesting. 

Call around and see us. 

Careful attention is paid to quality. 

Candid statements that leave lasting impressions. 

Can you beat our prices .' 

Cash accounts. 

Come to us. 

Dull months turned to busy ones. 

Double earnings — double saving. 

Desirable goods. 

Dollars do double duty. 

Dollars of value for dimes in cash. 

Dainty needs for dainty people. 

Don't look wise and make a fool of yourself. 

Distinctly different — prices popular. 

Drives in prices worthy attention. 

Dehciousness for those who love good things. 

Depreciation in price only. 

Down go prices, but up go values. 

Day dawn for careful buyers. 

Digging for dollars is what everybody is doing. 

Did you ever see such an opportunity ? 

Daily hints for daily needs. 

Dollar in merchandise for dimes in cash. 

Do you wish the best at the least cost ? 

Do you like blunt truth or fairy stories ? 

Don't throw awav the knowledge of " buying facts." 

During this sale money will be mighty. 

Don't drink in all the bargain nonsense. 

Don't keep her waiting when you can buy for nothing down. 

Delicious confections at pleasing prices. 

Dead dollars are the ones you hide away. 

Don't be behind the times. 

Day by day we offer superlative values. 

Did you ever see anything like ours f 

Desirable goods at more desirable prices. 

Decision is necessary for time is limited. 

Dress well on easy terms. 

Don't put off — bargains fly. 

Dashing styles. 

Earners will appreciate the power of their money here. 

Expend your money here where it will bring its utmost. 

Expansion is the order of the day and we are expanding. 

Excel them ? Impossible ! Equal them ? Try ! Investi- 
gate them. 

Eye openers in necessities. 

Eager buyers' opportunity. 

Exciting and startling sale. 

Early season goods at late season prices. 

Extraordinary goods — extraordinary prices. 

Every point a good point. 

Every inch a bicycle. 

Every stitch a bargain. 

Economy that is economy. 

Every value tested. 

Every saving counts. 

Everyday advantages. 

Early buying is easy buying. 

Economy is the easy chair of old age. 

Eighty per cent, of the profit is yours. 

Everything from everywhere. 

Every article bought is money saved. 

Entering upon prosperity is easy — if you have the key — here 
it is. 

Everything goes, it is astonishing how a leader takes everything 
with it. 

Everything high class but the price. 

Every department greets you w ith right goods. 

E.xamine at your leisure — buy at your pleasure. 

Early comers get best bargains. 

Every article guaranteed. 

Endless array of new styles. 

Easy to dress well at our price. 

Every day something new. 

Favorite wear for fashionable folks. 

Funeral of profits. 

Famous values are these. 

Friend of the people. 

For purse wise buyers. 

Figure what you can save. 

Facts and figures. 

Fame came in the wake of worth. 

Free, quick, rapid sellers. 

Filled with selling points. 



Fancy goods at plain figures. 

Fat facts for slim pocketbooks. 

Flawless and fashionable features. 

Foremost among them all. 

From head to foot we clothe the man, clothe him rightly, 

clothe him cheaply. 
Fairest of all the Autumn openings. 
Fits and misfits. 
Facts not fakes. 

Features worth reading about are these. 
Fit well, feel well, look well. 
Frost nipped prices. 

Foolish is he who advertises untruthfully. 
For that babv. 

Fair prices and good quality. 
Frank statements of fearless price cutting. 
Friday — bargain day. 
Full satisfaction guaranteed. 
Follow the crowd and you will come to us. 
Fine feathers make fine birds. 
Finish fit and fashion in our garments. 
Fads and fancies of the hour are displayed. 
Frigid facts. 
Forcefiil figures. 

Fashion's behests were religiously followed. 
Figures do not lie. 
Facts worth noting. 

Fancies and whims are more than anticipated. 
Fascinating features. 
Finding a bargain is like finding anything else — it makes the 

finder happy. 
Fetching features to fetch business of much magnitude. 
Face gladdening shares. 
For your foot's sake, lend us your ears. 
Fashionable effects lighten up this great stock. 
First impressions are always the strongest. 
For your stomach's sake. 

Fashion evolves many new ideas — to be shown here. 
Fine furnishings for fastidious fellows. 
For the particular man. 

Great merit is our best salesman. 

Gigantic movement of supreme importance. 

Good merchandise. 

Gems of the season. 

Good things for those who think of good goods. 

Goodness of our offerings. 

Goods it pays to buy. 

Give a thought to this opportunity. 

Good teeth mean good health. 

Great buying chances now presented. 

Greater and grander than ever. 

Goods for the many — not for the few. 

Great business is inevitable during this sale. 

Goods neat — prices little. 

Glance with a keen eye down this bargain list. 

Gifts of glittering glass. 

Gloves make or mar the costume. 

Good posts make good fences. 

Great satisfaction is expressed by our customers. 

Great value for little money. 

Generous terms on stvlish goods. 

Get a bargain to-morrow by coming to our store. 

Get what you want — pay what vou can. 

Grip strong a chance like this before it slips along. 

Great goodness at little price. 

Gain a great advantage by seizing this opportunity. 

Good goods at damaged prices. 

Generous assortments are features in all departments. 

Goodness first— price afterward. 

Generosity in bargain giving brings us generous trade. 

Goods well bought are half sold. 

Go to Johnson's when you want a great money's worth. 

Good news of good goods. 

Goodness of these articles will be recognized at a glance. 

Goods that suit — prices that please. 

Goods are here to be sold — hence these persuasive prices. 

Good values. 

"Goodness" is an adjective that well qualifies this article. 

Good goods at little prices. 

Gems of elegance — gems of excellence — gems of value. 

Great bargains to-day. 

Give us a chance to clothe you. 

Grasp the opportunity when it presents itself as it does here. 

Get the habit. 

Get the best at the lowest price. 

Here's where we excel. 

Honest goods at honest profits. 

Here's every element of worth. 

Here's comfort at money saving price. 

Hints to housewives. 

Here's a breath of spring. 

Housecleaning inducements. 

Honest values stitched with truthful words. 

Highest possible grade at lowest possible prices. 

Here's the trade event. 

Here's your opportunity. 

Home beauty is home comfort. 

He that knows and knows that he knows is wise — follow 

Hot prices on cool weather goods. 

Hanging on to old prices is no way to obtain new business. 
Happy thoughts in bright colors. 
Help us to lose money on these. 
Here's the key to prosperity. 
Hands and brains are busy. 
Here's littleness of price. 
Half prices to the cash customer. 
How do you like our styles ? 
Here's a great bargain. 
Heaps of bargains. 
Here's a chance to save money. 
Highest quality — lowest price. 



t's worth while to stop here, 

f we do it — it's done right, 
t is never any trouble to show goods, 
t'you buy it here — it's right. 
n advertising lies the secret of business success, but not in 

advertising lies, 
t pays to be particular. 
n the line of bargains — try these, 
t's the price that appeals to you. 
t is a feat to fit your feet, 
t pays us if it pays you. 

t's not alone that we say it, but that you know we mean it. 
t takes nerve to sell at these prices, 
f you buy at Smith's it's all right, 
t's the glove-like fit that sells it. 
t's a pleasure to serve a pleased customer, 
f you want wealth, dig ! It you want value, dig ! If you 

want truth, dig ! 
t's hard to earn, but easy to save, 
n the ladder of economy every round counts, 
nspiration for saving, 
t's not a job lot house. 

t harrows one's soul to have one's sole wear out so soon, 
n the contest between goods, prices cut the figure. 
t would take a whole library to tell of the advantages, 
n the lexicon of elegance there is no word to express their 

f it's here, it's worthy — if it's worthy, it's here, 
t's a waste of time to look elsewhere, 
n the beginning was continuity. The fool does well to-day 

and badly to-morrow, 
ts wear is wonderful and its wearers legion. 
f it pays to advertise part of the time, why not all the 

time ? 
f nine tailors make a man, we have the best nine tailors in 

the city. 
f interested send for particulars, proof and prices, 
t's hard to beat our prices, 
mmense values abound, 
nterest yourself in this money-saving sale. 
t pays to buy here, 
n every department — bargains. 

Just a few of the many. 

Just for our best friends. 

Just scale of merit. 

Just a little better than the best. 

Just what you want. 

Just for curiosity's sake try it. 

Just an inkling of many smart things. 

Jump into these bargains quick and think later. 

Just what you want at your own price. 

Judicious buying means sure saving. 

Jot down your needs — we can supply them. 

Jump at these offerings. 

Just a few convincing facts. 

Knee deep in attractiveness. 

Killing prices by deep cuttings. 

Keen observers note our bargains. 

Keep up to date — watch our ads. 

Keep pace with fashion. 

Know what you want — buy of us. 

Knowledge is power — our buyers know how. 

Luxurious goods at necessity prices. 

Little prices. 

Lovely showings. 

Loss falls with heavy thud. 

Little things at little prices. 

Leaders for this week's selling. 

Life is what we make it. 

Late comers get poorest pickings. 

Look at this list with a critical eye. 

Low prices are loud talkers. 

Latest styles are here in abundance. 

Lingering doubts to buy are banished. 

Look and learn. 

Little by little are your payments made. 

Low prices swell sales up to high points. 

Long lived satisfaction. 

Liberal inducements to prompt purchasers. 

Light goods for heavy wear. 

Leave your order here to-day or to-morrow. 

Linked to comfort and quality. 

Low prices in conjunction with high qualities. 

Lively selling must follow this announcement. 

Look after the pennies you can save. 

Legitimate business methods have their effect. 

Luxury lightens labor. 

Less profits mean bigger values, such as these : — - 

Light weight goods at prices still lighter. 

Lavish values are fascinating features of this sale. 

Lest you forget. 

Long time credits to suit every family exchequer. 

Learn how to save — buy here. 

Large, plump bargains await to-morrow's patrons. 

Let us know your needs. 

Languid business now receives a "special sale" tonic. 

Little hints for provident shoppers. 

Lend us your ear while we will to you a bargain tale unfold, 

Last chance for the inventory reduction. 

Lubricating the machinery of business with " special sale " oil. 

Little folks supplied at little prices. 

Make and save by buying diamonds now. 

Marvelous values. 

Makes merchandise move. 

Marvel in low prices. 

Merit is the basis of success. 

Merchandise marvels extraordinary. 

Make us prove it. 

Mighty movements in merchandising. 

Mistakes cost money. 



Modern mercantile methods. 

Mail orders receive our best attention. 

Mai] orders promptly and carefully filled. 

Minimum cost — maximum worth. 

Matchless clearance sales in all departments. 

Magnetic millinery models now on exhibition. 

More for the money than you can find elsewhere. 

Magnificent array of values are now to be seen. 

Meritorious articles priced at moderate figures. 

Many chances to save money. 

Match these values if you can. They are great. 

Masterpieces of workmanship are these articles. 

Masses of meritorious merchandise. 

Make up your mind to embrace this opportunity. 

Minute details have been thoroughly carried out. 

Money in your pocket sale. 

Magnitude of our offerings impresses evervbody. 

Money-saving time is all the time. 

Mail order shopping here is satisfactory shopping. 

Made right — sold right. 

Many will hasten to respond to this advertisement. 

Money talks and usually talks cents. 

Microscopic prices are to-morrow's selling figures. 

Meet us half way. 

Modes of the moment receive full expression here. 

Money saved by buying here. 

Men, women, boys and girls will aUke be interested. 

Merely a hint of good things. 

Manufacturers' surplus stock to go the bargain way. 

Matchless material at unmatchable prices. 

Memoranda can be made from this list with advantage. 

Make us your clothier. 

Nothing like ours. 
Near cost. 

Noteworthy goods at no able figures. 
Nicknacks cheap. 

Not as good as some, but better than most. 
Nicest goods you ever saw. 
None better than ours. 
Neat, novel, nobby and new. 
Not as good as they look. 
Nearly everybody will come. 
Not many bargains, but good ones. 
News of extreme importance. 

New, crisp, reliable goods at clean, nonest, desirable prices. 
Novelties are here in abundance. 
Net prices on net qualities. 
Nobby neckwear popularly priced. 
New arrivals in fresh goods. 
Notice with care our features this week. 
Not something, but everything. 
Nimble business will come to this notion sale. 
No bait but quality. 

Novel conceits from the wide world of fashion. 
Not a game of blind man's buff, you do not go blindly into 
a purchase. 

Not how cheap, but how good. 

Note well for it certainly will be to vour advantage. 

Noise is not business. 

Nothing useless put in — nothing useful left out. 

Only values here. 

Old tale of new stock. 

Opportunities worth noting. 

Our business — your interests. 

Out of the ordinary offerings. 

Observe how ruthlessly we slash prices. 

Our gain is your gain. 

Our bread rises to explain. 

Obligation to buy never comes with a visit. 

Our object is to save your money. 

Odd lots at odd prices. 

Opportunities nothing short of remarkable. 

Our prices talk all languages. 

Our store is yours. 

Only here and no\v can you get these goods. 

Our desire is to move goods, not to get cash. 

Our mirror of present fashion. 

Overwhelming evidence as to our leadership. 

Our fair price banner waves over all. 

Ours are sure thing investments. 

Oasis here for seekers of excellent merchandise. 

Odd sale of odd ends at odd prices. 

Our circulation needs a tonic of dollars. 

Ordinary prices are far above our present figures. 

Once a customer, always a friend. 

Our prices advertise us. 

Opportune sales for this season's home furnishers. 

Out of date methods do not satisfy up to date people. 

Our hat pantry is stocked with the best. 

Oversights are committed by those who fail to come. 

Ours are the best. 

Odds and ends of a splendid season's business now to go. 

Of course it's just a passing chance at these prices. 

Open wide your eyes for here is something worth reading. 

Our aim is constantly toward the mark of public patronage. 

Optics of many readers are centered upon this announcement. 

Our footwear will outwear footwear bought elsewhere. 

Obstacles to buy in the shape of high prices, are now removed. 

Opportunities for money saving. 

Onlv a few of our bargains. 

Offerings of the rarest. 

Occasion of rare importance. 

Pure, sure sells, satisfies. 

Prices that surprise — values that tell. 

Prosperity follows thrift. 

Properly popular prices. 

People of any color treated white. 

Prosperity goods at poverty prices. 

Procrastination profits no one. 

Pay for what you get and get what you pay for. 

People appreciate our push. 



Plentitude of bargain figures. 

Prices in themselves are not conclusive. 

Poor goods cost most. 

Popular prices mean right prices. 

Prices as hard to match as the goods. 

Painful pauses in prosperity have compelled us to make special 

prices on all stock. 
Prices will never satisfy until quality has set the mind at ease. 
Prices out of joint. 
Prescriptions precisely prepared. 
Prices are now half prices. 
Prices run like these. 
Positive price reductions. 
Price reductions predominate. 
Prices that speak for themselves. 
Pleased customers make steady patrons. 
Purchase here if you want satisfaction. 
Prepare for a rainy day — see our mackintoshes. 
Politeness the watchword here. 
Price figures — quality counts. 

Price and promptness are features of which we are proud. 
Pinch of prices . 
Prices with bowed heads are these. 

Quality is everything. 

Quality is the password. 

Quality is the best economy. 

Quality is the true test of cheapness. 

Quality first, then price. 

Quality and style prove the bargain. 

Quality counts — we sell standard goods. 

Queerest of queer trade doings. 

Quick sellers and why not ? 

Quality our best advertisement. 

Quintessence of value. 

Quaint conceits at queer prices. 

Quality speaks for itself. 

Quick selling prices. 

Quality our trade mark. 

Quick service — no mistakes. 

Quantity and quality — that's our stock. 

Real dollar values. 

Remarkable rates. 

Radical reductions. 

Remorseless price-cutting. 

Reduction fever raging. 

Reasonable prices are quoted. 

Rich goods at poor prices. 

Radical changes are now necessary. 

Right in front — as usual. 

Reasons abound as to why you should buy. 

Rightness first — profits afterwards. 

Realize the full importance of this oifering. 

Ripest fruit of intention. 

Reap the benefit of these splendid offerings. 

Right time by right watches. 

Rush of business from a whirlwind of bargains. 

Real bargains are now told of by printer's ink. 

Reputable merchandise the only sort we ever offer. 

Royal Claret at plebeian prices. 

Richness in bargain giving a feature tor to-morrow. 

Rarest of bargain opportunities. 

Random items picked from hundreds of others. 

Reputation is a subject that readers carefully consider. 

Reasonable reasons. 

Rash prices are these ! Yes, but they bring business. 

Retailing here is never sleepy or stolid, dull or drowsy. 

Rare because of style — exceptional because of price. 

Radiant showings of the last fancies of Dame Fashion. 

Range of colorings, styles and effects most remarkable. 

Ripest fruit of invention. 

Restricted quantities urge the necessity of calling early. 

Rapid selling. 

Ruinous prices are these, so they cease to-morrow night. 

Rich value for bargain hunters. 

Rich and rare combinations of weaves, colors and effects. 

Reasonable prices on reliable goods. 

Respect for public intelligence is considered in every adver- 

Rather strange but it's true — we always give the best to you. 

Resolve yourself into a committee of one and investigate here 

Ready to wear garments. 

Read and be convinced. 

Return your goods if they don't suit. 

Some snappy bargains. 

Something doing here. 

Small prices bring big business. 

Sharp, crisp pricing. 

Scintillating specials in superb silverware. 

Savings you are sure of. 

Styles fresh with the lingering touches of fashion. 

Shortened prices. 

Skeptics become enthusiastic buyers. 

Sacrificing prices. 

Surging sea of humanity responds to our values. 

Store service superb. 

Search the city with a microscope, you could find no better 

Seething sea of bargain seekers. 
Shoes of service — shoes of worth — shoes of style. 
Soft shoes for tenderfoot. 
Small prices. 

Shoes for sunshine or storm. 
Style and service. 
Striking money savers. 
Sensational selling. 
Satisfaction the prime factor. 
Sensible shoppers come here. 
Seasonable satisfaction. 
Sweeping price cuts now the rule. 
Satisfaction is a silent salesman. 



Sharp eyes find big savings. 

Store attractions multiply. 

Service is a point we never overlook. 

Substantial savings. 

Sensitive purses will like these prices. 

Small e.\pense, small profit. 

Standards here are rigidly maintained. 

Styles that are snappy and becoming. 

Snappy styles to give a snap to business. 

Something for nothing. 

Splendid stocks are now in full readiness. 

Strong in bargain richness. 

Severe cuts in selling figures now evident. 

Snappy staple sellers. 

Short, sharp and swift sale. 

Stocks are now at their best — their brightest. 

Sacrificing profit to make sales. 

Swap what you do not want for what you do. 

Stock reduction means price reduction. 

Stvle showings worth coming miles to admire. 

Standard in quality — always satisfactory. 

Smashing sales are in force throughout the store. 

Style, quality, price right. 

Sales of surpassing interest are now in full swing. 

Satisfaction brings business. 

Showings that instantly captivitate critical customers. 

Shrewd buyers need no urging. 

Sweep out all stocks with the big broom of small prices. 

Sound sense and sane judgment. 

See what we have to offer, then — use your own judgment. 

Small cash for much pleasure. 

Stirring price reductions stir up business with a sharp stick. 

Slight the littles and spoil the whole. 

Score another point to our credit on account of this offering. 

Seething sea of selling. 

Selhng you — we sell all your friends. 

Stern necessity makes rare opportunity. 

The season of changes — how about underwear.^ 

That burning question. 

There can be only one best store. 

Triumphant trade turners. 

The chances of years. 

The key to the situation. 

Tremendous trade temptations. 

To-day's thoughts for busy people. 

Trade winning triple alliance — quality — price — creation. 

Taffy is cheap — deeds count. 

That indefinable and indispensable thing called style. 

The best materials put together by people who know how. 

Talk here is backed up by deeds. 

The best for the prices. 

Thrifty trade chances. 

Thoughts for the thrifty. 

Turn your thoughts in our direction. 

These goods sell themselves. 

The ups and downs of business. 

Tremendous triumphs in trade. 

The day of days — the time of times. 

The rivulet of bargains flows steadily on. 

Thrift and taste both catered to. 

Their economy is their wearing quality. 

Truth needs no trumpets. 

Tremendous temptations for your trade. 

To-day's needs are to-day's prices. 

Taste for the beautiful makes you appreciate these. 

Those who come to look remain to buy. 

The man of taste never allows his taste to fall short of his shoes. 

The comfortable, fitable, wearable kind. 

Telling arguments now are told on paper. 

The big store with the little price. 

The prices and the goods don't balance. 

Tasty confections at purse pleasing prices. 

The prices are in the low side of the scale. 

The fire is not yet out in our great reduction sale. 

Throngs will come in response to this offering. 

Think before you buy — and then you'll buy. 

These goods make the prices look small. 

Thinking people are our most staunch supporters. 

The price leans your way. 

The stamp of style. 

Tales worth listening to are in the following items : 

To have been first proves antiquity — to have become first 

proves merit. 
The purchaser — his privileges and prerogatives. 
Tidings of more than passing interest are here told. 
The theme of the day — the fad of the hour. 
The different store. 

Terse, truthful tales are the succeeding paragraphs. 
The handy store. 
The big little store. 

Thorough workmanship can be seen in every stitch. 
The greatest growing store. 
The money back store. 

Temporary trade is not our wish ; 'tis a lasting success. 
Truth ever — quality always. 
To-day for dollars. 

Thrifty readers will be in strong evidence here to-morrow. 
To-day for savings. 
This is the place. 

Timid retailers cannot understand our aggressive methods. 
Trifles light as air. 
The greatest wealth of selection. 
Transactions of great magnitude were responsible for these 

The masterstroke of price cutting. 
The store of worth. 
Teach yourself how to save, take advantage of our credit 

The veil proclaims the well dressed woman. 
These suits are their own salesmen. 

Think deeply, the more you think, the more you'll buy. 
The five points of profit broken ofl^. 
Take a single squint at these hints. 1 



The sun of commerce casts a shadow. 

That has a bad efFect on inferior goods. 

Time is up — goods must go. 

The best advertised, the most patronized. 

The least criticised, the most eulogized. 

To grow rich is only to embrace opportunities. 

Truth might look in a mirror and not think so much of her- 
self as in our advertisements. 

Taking advantage of the best is your duty. 

Trinity of arguments, viz., liberal assortments, high qualities, 
and low prices. 

The limit of little prices. 

The square dealing clothier. 

Thrift means prosperity. 

Tailors for good dresses. 

The best is always the cheapest. 

Take advantage of these money savings. 

To test us is to trust us. 

The new customer becomes the old one. 

Transact your business where facilities are best. 

Trade with us. 

Tell your friends where to buy. 

The public is warming up to our bargains. 

Under the low priced banner. 

Undoubted values predominate this sale. 

United we stand. 

Unimely end of old stock. 

Understanding follows inspection. 

Union is strength. 

Unfailing quality our motto. 

Undesirable goods never found here. 

Union of grades and prices. 

Useless to go elsewhere. 

Unless you want the best don't come here. 

Unexcelled values for this week. 

Use common sense and make dollars. 

Undercuts in prices now in force. 

Usually the cheapest — always the best. 

Umbrellas in a bargain shower. 

Underwear at under prices. 

Unsurpassed showings in new goods. 

Unique in style and price. 

Undercurrent of bargains runs strong. 

Useless to look elsewhere — you'll find no better at the price. 

Unless you want to lose mone\ do not overlook these 

Unquestionably the event of the season. 
Unmatched prices on matchless goods. 
Unusual prices for unusual goods. 

Unanimous approval has been given this establishment. 
Universal sales faction. 
Union make clothes. 
Undeniable values are here. 
Useless to look around — we are here first. 

Very best always. 

Vanishing profits are our lookout. 

Vast assortments await your inspection. 

Vastness of stocks a feature. 

Verify everything we say 

Victory perches upon our banner. 

Varied and beautiful. 

Values are here in abundance — secure them. 

Values that draw mighty crowds. 

Values that need only be seen to be appreciated. 

Verbiage vs. values. 

Visit us at your early convenience, to your advantage. 

Veracity rather than variety. 

Volume of business, not large margins, makes these values 

Vital features of this business are care and promptness. 
Volcanic eruptions of business. 
Vigorous selling seen in every department. 
Valuable inducements for your consideration. 

Whenever you want goodness — call on us. 

Why look elsewhere r — This is the place. 

Wisdom indicates our store. 

Women who want value come here. 

Why do we win } Because we give the best. 

Winsome styles. 

We sell only the best at the smallest prices. 

What you want you find here. 

Willing clerks always at your service. 

Wary money savers shop here, 

Wellspring of rich values. 

We are after your trade — once we get it we'll keep it. 

With us quality is the watchword. 

Win approval by selecting here. 

Wise buyers never shop — they come here. 

Worth is never overlooked. 

We give you what you want. 

Where small prices reign. 

Why do we do this .' That's our secret. 

Wait and you lose these bargains. 

Wet weather means price cutting. 

Women will be greatly interested in this sale. 

Want a bargain .? Here's the real thing. 

Win a prize by securing one of our bargains. 

What we advertise we sell — what we sell advertises us. 

Wise men get the most for their money. 

Wide awake as usual. 

Warm weather wearables at cold weather prices. 

We live through our customers and for them. 

Wet weather, winter women's wear. 

We please with these. 

We give facts and name the price— no time for foolishness. 

We give you your money's worth. 

We're surprised at these prices ourselves. 

What more can you ask, what more can we do ? 

We sell so as to sell again. 

Well made goods for critical buyers. 

We please particular people. 



We slice the price — not the quality. 

We don't give the most — we give the best. 

Winning prices. 

What we say is true, what we do is legitimate, — what we 

promise we fulfill. 
Wisdom leads the way. 
We return the money. 
Where'er it rains, they reign supreme. 
Where slender pocketbooks hold carnival. 
Wise readers never overlook our advertisements. 
We are tooting our horn — each toot is new. 
We excel in these. 
We do this for you. 
We win success by deserving it. 
Well worth your while. 
When your ship comes in may be years — now is )our 

Women can scent bargains miles away. 
We don't follow the leaders, we lead the followers. 
We're the best. 

We have an easy time pleasing customers. 
We wish to make your acquaintance. 
What you want you find here. 
When in doubt shop here. 

You see styles here that are different. 

You'll appreciate the goodness of these. 

Your gain — our loss. 

Yours for half. 

You're pleased with these. 

You are looking for just these bargains. 

You'll want them when you see them. 

Yours at your own price. 

You want quality — here it is. 

You want the best — come here. 

You are sure to be suited. 

Your ideas at your own prices. 

Yesterday's styles are not here — everything up-to-date. 

You want it right — you want it now. 

You'll never regret buying here. 

You want what we have. 

You need us and we need you. 

You can save by watching our advertisements. 

Zenith of bargain achievement. 
Zealous always to get the best. 
Zealous always for your interests. 
Zenith of bargain giving. 
Zero weather, but hot bargains. 
Zealous to retain vour friendship. 

Management of Retail 
and Local Advertising 

Advertising as an Investment, Effect of Lar^e Space, 
Making Bargains, What the Unchanged Ad. is Worth, 
Buying Bulk Space, Dailies vs. Weeklies, Honesty, etc. 

When a business man has saved a certain amount from his profits he generally tries to invest 
it so that it will earn more profit — and often fails. 

Thousands of merchants all over America, who have everything to gain by properly adver- 
tising their businesses, rush into Wall Street or "invest" their surplus cash in wild-cat schemes, 
that have scarcely one winning chance in a thousand. The police records of every transparent 
get-rich-quick swindle invariably reveal the stupendous stupidity and cupidity of business and 
professional men from coast to coast. 

One would naturally suppose that a man with brains enough to enable him to become suc- 
cessful in trade, would appreciate the fact that specific knowledge and experience have just as much 
to do with his rise as intellect and push. Yet he plunges into side schemes entirely outside his 
field of knowledge, and runs grave chances of ruining his real business. 

When will the business man, especially the retailer, learn how to invest his surplus, large or 
small, so that it will double his volume of trade? 

The answer: shortly after he begins to advertise systematically, and finds out that small 
space actually does return a profit. 

No greater fallacy exists to day than the oft-repeated theory that it takes a fortune to adver- 
tise and that small space doesn't pay even when the copy is properly prepared. Let us see. 

A hatter and furnisher decides to try advertising as a means of increasing sales, and he con- 
cludes to start in with a two-inch ad. to be run daily. Presuming there are two good papers in 
the city worth using, and the rate is say five cents a line in each, this would make twenty-eight 
lines in both cost $2.80 per day, or $72.80 per month of twenty-six days. Now add for one 
new drawing and etching, say $1.50, and the total is brought up to S4.30 per day or $111.80 per 
month. If the copy is original and good, the profit on new business will show up without fail. 

And it will not be difficult to determine results, either, after such a campaign has been running 
two or three months. But remember that the ofi'erings, and special sales of the honest dealer who 
is an experienced advertiser, will attract more buyers than the new advertiser's small space. 

Naturally the inexperienced advertiser will say, "$4.30 a day means that I must sell about 
1 10 or $12 worth of goods extra just to pay for the ad. I hardly believe it possible." 

Look at the matter this way: the whole community has been reading your ads. for some 
time, but possibly trade has not shown any marvelous increase to date. Two months have gone 
by— and the advertiser is anxious. That very day a gentleman drops in and buys a $30 outfit. 
The next day the advertiser adds two more permanent customers, and so it goes, until in the 
course of a year or two larger quarters are needed. 

A trifle more than $300.00 started a new era, and thereafter it is merely a case of keeping up 
the advertising, with such enlargements as experimentation proves wise. Let it be distinctly 
understood that there is no rule as to space, and I only suggest the possibility of the minimum 
two inches, and I would prefer this to twelve inches once a week. 

By a plan as just suggested it is always possible to keep within your limits and avoid large 
losses. It would most likely be a bad bargain if only followed for a week or so, since large ads. 



overshadow the little ones, and the true value of the latter is apparent only after the buying public 
has been educated to look for them. 

As to the maximum space, the only guide is common sense, plus some experiment. For 
example, the hatter and furnisher would hardly require ten inches regularly for the good reason 
that the proposition is not sufficiently extensive. An occasional use of this space for particularly 
attractive bargains would undoubtedly pay, but Rogers, Peet & Co., New York, whose style is 
fully illustrated in this book, rarely exceed six inches, the average being considerably less. 

The department store can, of course, run the largest ads., owing to the many departments, 
each of which is a complete store in itself. For the small retailer, with only one or two propo- 
sitions, to go in for big space by over-display and padded text matter is worse than folly. 

Note the number of inches a department store devotes to each division, and a fairly good 
guide will be discovered. By allowing a little more for illustration and heading, perhaps, the 
settlement of the space question is practically easy. Gambling is reduced to a minimum. 

Effect of Lar^e Space. 

One result of big copy is the apparent prosperity of the advertiser, and the world always 
takes off its hat to success. A half page or page, when there is sufficient good material to fill it, 
has a sledge-hammer effect that is desirable in special sales. This "brute torce," however, costs 
money, and it carries great execution when the new store opens up — and can properly fill space 
with something besides wind. 

What the Unchanded Ad. is Worth. 

When I first began teaching advertising by correspondence I enrolled as a student a whole- 
sale and retail bookseller and stationer in a small city of New York State, whose retail business 
had been long established. He had been running a four-inch ad. in both local dailies and changed 
copy weekly. I immediately advised him to prepare new copy every day, and had quite a time 
getting him to do it. It cost a trifle more to advertise this way; he was too busy at that time to 
devote the necessary time, etc. At last he gave in and agreed to follow my instructions for 
one month, and I told him that if he didn't find a decided gain that I would never say a word 
in explanation. 

At the end of the month he wrote me : "I wouldn't go back to my old method for any- 
thing." As a matter of fact, his daily change of copy brought plenty of new trade. Why ? 
Simply because he offered six times as many things as formerly. Plain enough, isn't it? Pin 
this to your memory. 

People don't want to read the same thing every day, and therefore, the unchanged ad. is 
worth only a third or a quarter of the brand new one. If you can't spend the time or don't know 
how, hire a competent ad. writer, or quit complaining that advertising doesn't pay. 

Honesty in Advertising. 

It is an axiom that the dealer who will lie in his ads. will cheat his customers when he can. 
No retailer has permanency assured if he doesn't live up to his announcements. His local repu- 
tation is practically his all. 

Buying Bulk Space. 

Years ago it was customary for the retailer to contract with publishers for so much space to 
be used daily, every other day or weekly — an inflexible agreement to run so many lines or inches 
regularly. To-day the large advertisers in local papers contract for bulk space to be used at will 
during a year's time, such as 10,000 lines, 1,000 inches, etc. This enables the advertiser to run 
a three-inch copy to-day, ten inches to-morrow, and so on. The plan is good and preferable to 
any other, although most publishers in small cities charge more for bulk space than for specified 



space and days. Were all to drop out in hot weather and jump in with big copy at other times, 
the publisher would have to materially reduce his pages during the lull and double or quadruple 
when advertising boomed. For this reason an extra rate is frequent on bulk space. Metro- 
politan publishers seldom discriminate in this way. As to any rule, each advertiser must be 
governed according to publisher's rules. 

A jeweler might find two inches plenty, and it would therefore be impossible for him to 
wisely contract for variable space. 

Making Bargain Prices. 

I have been asked hundreds of times this question: "How can any store find enough 
genuine bargains to fill large daily ads.?" Look over the average department store announcement 
and it is bargain, bargain, bargain. How, indeed, is this really possible? 

The analysis: department stores as a rule undersell the single line dealers. They don't 
always have the identical article, which may be a trade-mark product and proof against cut-rates, 
but for everything there is something about as good that can be sold at a reduction. The depart- 
ment store merely gives its price and compares it with "regular value." One large store that 
maintams the highest standard of honesty, fair dealing and truthfulness, sometimes engineers a big 
sale in this way : a lot of new goods are marked up to the highest notch any dealer would have the 
nerve to ask : a few days later everything is "cut" for the big sale. Really the buyers get no very 
wonderful bargain, but they do get value, and know it. 

But why not originally mark the goods at the fair price instead of jockeying ? Why, simply 
because there would then be no occasion for the big ad., and people have the Yankee trading 
instinct so strong that they fairly dote on those bargain opportunities. The pace has been set, 
and woe to the advertiser who follows lines and methods too Puritanical. - 

Again, the big store doesn't want to sell everything on a rock-bottom scale. 

Daily vs. Weekly Papers. 

I don't affirm that a daily is six times as valuable as a weekly, but it is certain that the 
former which carries the message every morning or evening is indispensable to large trade, and the 
daily rate is usually nearly twice as cheap as the weekly rate. This more than off-sets the short 
life of the daily. In small towns the retailer can only use the weekly, and he ought to patronize 
it liberally. My advice is to use both mediums when advisable, but always the daily first. 

I do not approve of running "every-other-day" advertising for the dealer with a store full 
of things the public will buy. The more store news the better within proper limits. 

There may be exceptions, of course. A hatter, who sells practically nothing else, may find 
every other day, or twice a week enough. 

I also want to add right here that no other form of local advertising is equal to good news- 
papers. Circulars, novelties, etc., have their use, but the newspaper is the one medium that 
towers above everything combined. 

Weather Effects. 

Large advertisers when about to run unusually big space, arrange with publishers to substitute 
small copy if the weather bureau reports that come in late at night indicate a stormy morrow. 
This saves many a loss, since a sale is unlikely to be a success in rainy weather. An umbrella ad. 
might be more effective. 

Box for Suddestions. 

Large stores will find a centrally located box for receiving suggestions from employes a 
valuable institution, as it will keep the advertising interest alive. Offer |i for every error of any 
kind found in an ad.; also offer prizes for the best feasible ideas that can be utilized either in store 
management or in the advertising. 

V V 


Special Drive Sales 

With one-half the bread winners of America Earning 
about $600.00 a year, the success of the Bargain 
A A ^ ^ Sale is easily accounted for ^ ^ 4t A 

Special Sales throughout the year are money-bringers if properly conducted. The large 
advertiser can use special illustrations to good advantage, and borders made up with regard to the 
event will be of more than passing interest. The small space user, too, can head his little four- 
inch single column ad. with a catchy, appropriate illustration, and he will get credit for his 


In retail merchandising, especially in the cities, department stores inaugurate every year a 
series of sales which shoppers have come to look for as regular events. Among these are the 
White Sale, Furniture Sale, &c. These specific names indicate the character of the sale and on 
many accounts are better than mere general sale, the title of which alone may not carry much 


The Anniversary Sale is generally a winner, as patrons have come to look upon it as a time 
for extra generosity on the part of the firm — a sort of thanksgiving, as it were, that they are alive 
and prosperous through the kind patronage of the good public. 

The success of the Special Sale rests in no small degree upon the penny-saving propensities of 
humanity, as we are a nation of bargain hunters. Add to this the fact that one-half the popu- 
lation of the country earns according to statistics only about $600.00 a year and the attraction 
of the " Bargain " will be more thoroughly appreciated. 

Almost every locality, too, has one or more events of public importance, worth incorporating 
in advertising, such as the firemen's parade, county fair, laying of corner stone, etc. Don't forget 
to get the artist busy in your behalf, and give him plenty of time. 

As to the particular goods to advertise, the dealer needs little advice, because he knows what 
he can offer at special prices, and what will be appreciated. Of course, no "Sale" can be made 
effective without the "Money-saving" possibilities. 

All special sales should be advertised a day or so ahead, and until it is over, don't break the 
interest with other things. 

The ad. writer should co-operate with the window dresser, and he should also furnish good, 
catchy copy for window cards, which may either be printed or painted. 

Then, too, the buyer is an important fellow at this time. He is equally interested, and can 
oflFer suggestions for the event as a whole. 

It would also be a good plan to have a printed slip enclosed in the pay envelope soliciting 
new ideas from employes. OiTer a dollar for each one that is used. Even a new boy might 
stumble across something of value, but the main thing is to get every employe thinking, and the 
store can well afford to pay for that general interest. It creates team work. 

The White Sale. 

Directly following the New Year comes the great "White Sale," an event looked forward to 
by every money saving woman, who finds in it a chance to save labor as well as dollars. The 
head of the "under muslins" has been preparing for it for months. Factories from Maine to 
California have been running overtime to produce the tremendous array of garments that await the 
buyers on the opening day. 

The first announcement is generally in the Sunday papers, as much as a page frequently being 


given to the specializing of the various bargains in the giant aggregation. A bewildering sea of 
whiteness meets the Monday morning money saver. What awaits her is not the result of sweat 
shop labor, as many think, but the true exemplification of what buying in quantity can do both 
on the part of the manufacturer and the head of the underwear department as well. It is not an 
array of fake fascination — the garments are well and generously made; the styles are the latest, and 
the prices the lowest. Is it any wonder that the needle and the sewing machine are relegated to 
second place in the home and that women everywhere look forward to "The Great White Sale" 
as the event that is a real definition of the word " Bargain?" 

January Mark Down Sale. 

"The White Sale" is the leader for January, but there also occurs an event ot almost equal 
importance in this month. It goes under several names — "Pre-Inventory" and "Mark Down 
Sales" being the two most widely known. First the left-over holiday merchandise has to be 
moved to make all room possible for the White Goods, and the later consignments of Spring mer- 
chandise. Sometimes this sale continues almost until February with alluring announcements of 
special offerings that keep the public keyed up to the buying stage. Of course, it means constant 
hammering in the newspapers — almost daily announcements of the great money-saving chances 
the sale affords. The ad. man is frequently put to it rather severely to find forcible and expres- 
sive language sufficiently varied to meet each day's requirements, but if he is there with the goods 
— the store will not be long there with the goods, an anomaly that the merchant is bound to 

February General Sales. 

February is a great month in which to pound on prices and liberally advertise masculine and 
feminine garments, push reductions, have sales in silks, dress goods and dress fabrics of all kinds — 
prepare sales of books, notions, house furnishings, blankets, underwear, hosiery, gloves, etc., and 
an earnest effort is made about this time to effect a clearance on all winter goods, for the new 
spring styles will soon show themselves. 

Lincoln's Birthday Special Sales. 

On this occasion there is a great chance for the sale of flags and souvenir cards and literature 
on the lite of the Great Emancipator of the Slaves. As it is generally regarded as a holiday there 
can be held out special inducements in the way of general bargains, the department stores being 
always open, while the great world of bankers, brokers, and office employes are out that day to 
shop. To them advertisements should be especially addressed. 

Washington's Birthday Special Sales. 

Again the sales of flags and bunting make a prominent display feature. In the confectionery 
department specials should be advertised in the way of candy boxes bearing small hatchets, bunches 
of cherries and other symbolical ideas. In the picture section, portraits of Washington can be 
specially advertised. 

In books — "The Life of Washington," of course, would be given prominence. In fact the 
merchant must be ever alert to the suggestiveness of both local and national happenings as they 
bear upon his particular business. 

Valentine's Day Sales. 

Between Lincoln's Birthday and Washington's Birthday comes the 14th of February — the 
date filled with sentiment and romance but also of commercial value as far as the merchant is 


Suppose he is a confectioner — look at his chance — heart-shaped boxes advertised at attractive 
prices — heart-shaped bon bons — sugar Cupids, etc. 

In the department store the special ads. dwell on favors for the day — Valentines in the book 
department and a general inducement in enticing print to mark St. Valentine's Day, through pur- 
chases at the particular store. 

Sales for March. 

March is really the herald of May and the earlv summer offerings. At this time often 
when blizzards are raging the windows blossom forth with new dress goods and millinery. The 
fortunates who go South in the early spring are always glad to buy the advanced styles, while the 
world of women at large almost unanimously believe in buying when stocks are freshest and most 
complete. It is on this account that the newspapers are sought to dilate on special offerings in 
organdies and other diaphanous fabrics at the very time the furriers are trying to get rid of their 
stock, eloquently dwelling on the fact that there are many days of winter still to come when furs 
will be acceptable. 

St. Patrick's Day Specials. 

This is not altogether commercially strong, but it counts as a factor in general popularity. 
The store that gives specials on green ribbons, that has shamrock brooches at 17c., or can furnish 
green boxes for bon bons, new prices on green feathers or shirt waists, is going to win out on the 
day of all days for the Irish contingent. 

If there is a grocery department connected with the establishment or a special grocer wishes 
to make a hit — Irish Whiskey for the 17th at reduced prices will mean new customers for the 
coming year. 

April Special Sales. 

These are usually made interesting to housewives — offerings of carpets, furniture and home 
fittings generally at attractive prices to appeal are made to those who are in the throes ot Spring 
house cleaning and refurnishing. Other April sales are held on Spring garments for men, youths 
and boys as well as women and children. 

Groceries get a special boom at this season as the fresh Spring vegetables can be written up 
in a style to woo the jaded appetite, tired of winter canned goods. 

Easter Special Sales. 

The ad. man has a rare chance here to offer such bargains in millinery and Spring attire 
as are certain to be in demand for the notable event in the fashion calendar. In connection with 
this comes the gift question, as Easter ranks almost on the same plane with Christmas as far as the 
exchange of presents is concerned. Naturally there are many special sales that can be arranged for 
this season. Small novelties particularly, as well as prayer books and special literature of a 
religious character. 

The Sales of May. 

It may seem a little late for the Spring overcoat or suit, but many a man who has worn his 
winter rig at Easter feels in duty bound to buy something new by the first ot May. Consequently 
in this month the ad. man offers special inducements in these garments that can do summer service 
as well. 

Negligee shirts should get a boost at this time anil trunks, dress suit cases and the other 
paraphernalia of outing come in for their bow to the waiting public, for certainly the great majority 
of wage earning purchasers do wait for these opportunities, to get what they need at the price 
they desire, 


With the trees sending forth tender green leaves, of course the automobilist waxes enthusi- 
astic over the pleasure to be derived from his " machine," and thus the advertising columns 
burst forth with specials not only concerning the cars themselves, but automobile "get up" in 
general. All dealers who sell goods of a sporting and outing character put in their best efforts all 
through this month. 

The shoe dealer looks to the future and exploits a few striking bargains in oxfords and tans — 
no page ads., but the chatty four and six-inch single columns that talk right to the point and 
right from the shoulder. 

The hardware man is not to be left behind. It is a month of upheaval and removal in the 
domestic world and there are many articles the hardware man can supply for this month's special 
needs. Mattings, remnants in carpets, special offerings of upholstery and furniture will always 
appeal to the housewife who notes the worn spots and wants to refreshen at the smallest possible 

Decoration Day Offerings. 

This is the first real holiday of the summer and there is always a grand rush for the country, 
consequently everything needed for the outing is offered at specially enticing prices. The florist 
offers plants in profusion for the decoration of the graves of those to whom Memorial Day is 
dedicated. Flags and bunting, of course, figure largely in- these offerings. There is no hurrah 
about it, as pleasure is of the subdued rather than the uproarious character on this day when the 
dead and the living occupy public thought and attention on equal terms. 

Fourth of July Boom. 

Outing goods and firecrackers hold sway in the ads. of this great Day of Independence. 
Small and large cannon, every conceivable thing that goes off with a bang, flags and fancies 
appropriate for the occasion, are pushed forward prominently. Picnic dainties specially priced are 
offered by the grocery department, bon bon boxes representing giant firecrackers decorate the 
counters of the candy section. Red, white and blue ribbon is seen everywhere. It is hurrah! 
from start to finish — for now summer selling has really begun in earnest. 

Mid-Summer Advertising. 

Following Fourth of July, there is usually a lull and it is just at this time that the ad. writer 
must be especially alert. Because a great majority of the people are out of town is no reason why 
those left in the burning city should not be attracted by specious reasoning and money saving 
offers to swell the aisles the same as during the holiday rush. 

By good advertising the summer sojourners at sea-side and mountain resorts can be made to 
swell the mail order contingent to such an extent that their absence from the city would not be 
known were it not for the address accompanying the liberal orders that come in after the appearance 
of each well arranged and skilfully presented combination of goods and prices. 

During the summer, the special sale of straw hats is one of its best features. You can keep 
a sale of this kind running for a week or so with frequent change of copy. Endeavor particularly 
in summer to inject life and crispness into all your ads. Make them as varied as possible — 
variety is the spice of advertising life. 

When the straw hats have been exhausted you can take up crash suits, light coats and vests, 
and a general outpouring of shirt waists. You will find that women are ever ready to buy shirt- 
waists and at mid-summer when their supply is either depleted or unsatisfactory, they are eager to 
get bargains in that most popular woman's garment. 

Many concerns who find that the "Sale of Manufacturer's Stocks" and other similar worn 
out devices do not bring as much as they desire, resort to schemes to advertise their particular 


store. Sometimes they offer with every sale of clothing and furnishings a ticket for ten per cent, 
of the sale, good in any department. They also give large umbrellas to drivers and the transfer 
agents at such sections of the city where persons change from one line of cars to another; of course 
these umbrellas bear the advertisement of the firm. 

Other concerns give away fans and some even go so far as to offer dishes of ice cream with 
every purchase of a dollar or more. The value of a cool store in summer cannot be overestimated. 
This fact should be brought out prominently in the daily advertising, and you will find it one of the 
strongest of summer arguments. 

August Furniture Sale. 

Dealing in futures — anticipating the winter needs of the home, the furniture buyers plan all 
the year round for the great August Furniture Sale. It has of late years become one of the 
greatest trade events in the annals of the big department stores. Acres of floor space are devoted 
to it and there is a prolonged splurge in advertising. 

Full and even two page ads. appear both Sunday and daily. Artists are required to get up 
their most striking illustrative headings and the inducement of free storage until needed is par- 
ticularly featured in connection with the really wonderful bargains offered. 

This sale lasts generally three weeks. The ads. must be varied — new inducements offered 
and a continual harping on the fact that new supplies arriving constantly keep the assortment up 
to the unbroken standard of the day of opening. Toward the end even these bargains are cut 
sharply and it rarely happens that there are enough pieces left over to materially increase the regular 

The money-saving chances are made too strong to permit this. But it is a time of prolonged 
strain for the ad. man, for failure would, of course, be laid at his door, though success is generally 
accredited to the buyer. 

Labor-Day Preparations. 

As the last holiday of the summer approaches special effort is put forth to induce buyers to 
freshen up their wardrobes for the over Sunday and Monday jaunt. 

Cameras are also offered to lure the tourist away for a day with Nature and a chance to have 
the souvenirs of summer pleasure to brighten the winter home. Though this is not an event in 
the trade world as important as some other holidays, it is well to put forth definite effort to catch 
the dollar of the wage earners who make this day the round-up of summer fun before settling 
down to winter work. 

Autumn Advertising. 

The very first breath of Autumn means activity in the large stores. 

The ad. writer now gives special thought to Autumn Merchandise in every style, and he 
immediately plans for a fall advertising campaign, which in reality he has laid out several weeks in 
advance of its actual commencement. 

There is, of course, the desire to out-do last year's records, and special thought must be 
given not only to the language, display and general effectiveness of the ad. itself, but also to such 
attractive window display and interior arrangement of the store as will draw trade. 

The mail order department should give special attention to booklets, circulars and catalogues 
attractively printed and illustrated. 

Everything that is required for winter should be offered at this time ; special sales of fall 
overcoats and suits for men come in on the reduction scale. 

There is the argument that room must be made for winter goods, consequently bargains in 
mid-season wear, furniture and household goods are excellent sellers in October. The grocery 


store or department ought to do well at this time. It is a season of activity and one of the 
busiest times of the year for the progressive ad. writer. 

Hallo>ve*en Happenings. 

Generally a special ad. is prepared for this occasion, though it is not a large one — announce- 
ments featured in the regular store news. Every year favors for various festivals are turned out 
in quantity, and these novelties are always eagerly sought by those who take advantage of 
every special day of the year to celebrate appropriately. 

Thanksgiving Offerings. 

It is to the palate more than to the person that Thanksgiving special sales are directed. 
Primarily the grocery and butcher's section come out strong with specials for the table ; the wine 
and liquor department, of course, offering the best inducements possible. 

Turkey rules as the bargain offering in the butcher's realm ; every seasonable eatable is 
featured. The windows show family groups at the Thanksgiving dinner. It is to be a day ot 
feasting ; prepare for it ! 

China, linen, glass and silverware also come in for their share in the general price cutting. 
Even Thanksgiving furniture gets a boom, and clothing for once takes second place. 

Holiday Advertising* 

December — This is the holiday month. The month when gift-giving occupies the thought 
of everyone, rich or poor. 

The whole world is intent upon buying, and it is the merchant's harvest as well as the ad. 
writer's greatest stunt. From December first until about the tenth, buying is slow. It should be 
stimulated with logical advertising. The specious reasoning that dwells upon the advantage of 
shopping before the rush begins should be the keynote of every ad. at the beginning of 

The best point in Christmas advertising is to dwell upon the utilitarian character of the great 
majority of goods offered at this season. 

The public has been educated to believe that useful gifts are the best. Many people do not 
know what they want — help them out. 

Suggest in your advertising that for the baby there is such and such an appropriate gift, for 
the boy something particular in a certain line of goods, for the girl a list of articles such as young 
girls like, for the young woman an assortment among which she will surely find something she 
fancies, and so on up to the grandparents, catering to the Individual tastes and helping bewildered 
mortals in their selections. 

Though this is a century of " know it alls," the good old fiction of Santa Claus can be 
utilized to advantage in Christmas advertising. 

There are stores which pay hundreds of dollars at the Christmas period for the construction 
of a giant Santa Claus to please the children, and who pay generous weekly sums to individuals 
willing to represent the jolly old saint for the benefit of the children, who look forward to the 
holiday features of the big department stores and who naturally lure their parents to the places 
where these exhibits are given gratis. 

All advertising at any season does not stop at the newspapers; it may travel through every 
legitimate path — with posters, window display, counter displays and special arrangements on the 
interiors particularly for department stores. 

Premiums for Catching Trade 


Showing what others have found as enticing 
as molasses or fly paper, but with benefit 
s^ f)( fA to both buyer and seller s^ s^ s^ 


The premium plan will never wear out. Every generation appreciates the getting of some- 
thing for nothing, even though every man, woman and school child in an advanced grade knows 
that no tradesman actually gives value without there is something back of it. 

There is a charm about a free present, too, that does not obtain in the mere saving of dollars 
and cents. 

It seems to be understood that the up-to-date merchant has to get down to bed rock prices 
at certain times when drives and special sales are on, but he is not expected as a matter of course 
to give presents unless he wishes to. 

More than that, it is not possible to give premiums and presents as a continuous perform- 
ance, or as frequently as the flourishing department store offers bargains. This is one reason, 
therefore, why the present is so thoroughly appreciated when it is offered. 

The vital principle is really this: if you decide to allow the customer a special discount of say 
20 per cent, in order to move a large stock of goods, you can make it look like 40 or 50 per cent, 
by selling at the usual price and using the 20 per cent, in purchasing premiums. 

Thus a dollar's worth of discount will buy at wholesale about ^2.50 worth of watches or 
silverware, and sometimes more. 

The tendency has been, in many cases, to offer a 60-cent nickel watch — really a cheap clock 
^C^ affair — with say every sale of boys' suits at $5.00, and considerable discredit therefore attaches to 
all similar sales. 

For this reason, far better results will be found by investing about $1.25 in a good gold 
plated watch that has a fair watch movement and will give much better satisfaction. 

Of course there is no set rule for premium giving, and in the following pages will be found 
many valuable suggestions that others have adopted with success. As a rule it makes little 
difference as to what business you find using premiums. They can be utilized by about every 
line of trade. 

Books and Magazines. 

One Year's Free Subscriptioa of one fashion paper with 
another of greater price and prominence. 

Two Handsomely Framed Pictures for five new sub- 
scribers to a magazine. 

Trips to Europe — Full College Course — A Journey to 
the World's Fair — all specimens of offers given by a well 
known publication to the boy selling the greatest number of 
papers weekly. 

Book of IS pages of Illustrations from Original Photo° 
graphs in Cuba and Hawaii, and also our great warships, to 
every purchaser in the book and stationers' department, no 
matter how small the purchase. 

With Each Christmas Number of Collier's — free copy 
of Christmas Munsey's, Pearson's, McClure's, Cosmo- 
politan, Leslie's, The Strand, or Everybody's. 

Pencil Case with every pocket dictionary. 

Engraving of Prominent Author with every set of works 
by standard writers. 

Glass Inkstand with Silver Top with subscription to 
twelve volumes of Dickens. 


Three Thousand Pounds of Chickens among the poor. 

A Bunch of Celery with every chicken weighing three 
pounds or over. 


Lighter with every box of fifty. 

Free Gilt Monograms on cigarettes ordered by the 

Briarwood Pipe with everv purchase of tobacco. 
Nickel Cigar Cutter with box of fifty 5c. cigars. 


Pair of Boxing Gloves with every boy's suit. 
Box of Crayon Pencils with every boy's suit. 
Golf Cap with suits over five dollars. 
Silk Muffler with man's twenty dollar overcoat. 
Four Dollar Watch with every boy's suit. 
Bathing Shoes with every bathing suit bought on a cer- 
tain da\-. 




Sweater accompanying each §15.00 suit. 

Extra Trousers witli all suits bought in special five day 

Ten Dollars in Gold for five best essays on " Marvels" 

Prize Packages containing coupons for clothing given with 
every five dollar purchase. 

A Flowering Plant with every suit bought the Saturday 
before Easter. 

Pocket Memoranduni to every purchaser of clothing to 
the amount of live dollars. 

Bow and Arrow with every boy's overcoat. 

Nickel Bank with every boy's suit. 

Clothes Brushes to every adult purchaser of ten dollars 
worth of clothing. 

Necktie with every outing flannel suit. 

Tennis Racquet with every outing suit. 

Cash Prizes to the first ten customers or discounts on 

Air Rifles with every youth's suit at $12.50 — for one 
day only. 

Three Hundred Jumpers thrown from roof of factory — 
one garment every minute for five hours. 

A Sled with every J 5 boy's suit. 

A Hat with every suit or overcoat. 

A Gloria Umbrella with every $\o overcoat. 

A Dress Suit Case with every serge suit. 

Canvas Shoes with every white outing flannel suit. 

At Thanksgiving and Christmas a Turkey with every 
suit of clothing. 


Small Metal Curio with each pound box of bon bons. 
Pocket Mirror and Bon Bon Box with five pound box of 
best mixture. 

Bon Bon Tongs with every one pound box of sixty cent 


Free House Rent for One Month on purchase of §150 
worth of goods — ten dollars down. 

Marble Clock with fifty dollar order — five dollars down. 
Set of China — 57 pieces, with order for furnishing a four 
room flat. 

Mattress Worth $8.00 on a hundred dollar purchase. 

Dry Goods. 

Free Cutting and Fitting if goods are bought at a certain 
dry goods store. 

Gold Stick Pins with dress waist patterns. 

Belt Buckle with two dollar purchase of dress materials. 

A Silk Belt with every $1.98 shirt waist. 

A Pair of Gloves with silk dress pattern. 

Department Store. 

Entire Proceeds of Soda Fountain to most popular 
hospital — vote with every check. 

Concerts and Vaudeville Entertainments^performers 

receiving up in the hundreds for services. 

Electrical Devices and Giant Santa Claus at Christmas, 

distributing thousands ot dollars worth of toys and candy. 

Dolls and Toys. 

Large Set of Pictures with every 50c. purchase of toys 
or dolls. 

Large Doll with every fifty cent purchase. 


Bunches of Fresh Violets with every purchase of violet 
face powder. 

Corn Knife with 25 coupons from boxes of corn plasters. 
Chamois Sachet Bag with purchase of 50 cents or over. 
Pair of Rubber Gloves with ten dollar purchase of bath 

Cash Prizes for Solution of Rebus, contestants to pur- 
chase bottle ot a certain toilet cream. 

A Package of Violet Talcum with every purchase of 
rubber goods. 

Free Specimens of Perfume to introduce a new odor. 
A Nursing Bottle to every mother buying a kind of 
infant's food. 

A Tube of Tooth Paste with every purchase of a tooth 
brush costing 25c. 

A Bottle of Bay Rum in fancy holder with every dollar 


Sofa Cushion with every J 10 couch. 
Work Basket with every §5 work table. 
Picture in Gilt Frame — worth ;jSi-5o with every set of 
furniture of three pieces. 

Coupon for Drawing Contest for piano on every furniture 
purchase of Jio. 

Set of Dickens' Works with book case — costing $20 or 

Down Comfortable with every purchase of mattress 
over §8.00. 

Opal Glass Lamp with every parlor suit of tapestry or 
velour in value over §50. 00. 

Oriental Rug with bedroom set costing §25 or over. 
Oak Rocker with gio purchase — rocker worth $z. 
Lemonade Set with every $ i o dining table during special 
seven day sale. 

Coupons on Horse and Carriage with each 550 purchase, 
paid cash down. 

Four Prizes on best acrostic on the word " Furniture " 

— prizes to be J 10, $5, §3 and §2. 


Box of Pencils with every lunch basket or dollar pur- 
chase of school supplies. 

Cash Prizes for nearest guess to number of beads in a 
glass jar, coupons given with every fifty cent purchase. 
Number of guesses not restricted. 

Linen Centre Piece with every dollar purchase of house- 
hold goods. 

Free Soda Water to children purchasing school supplies. 

Gold Watch to person buying the largest amount of goods 
during a period of six months. Watch not to be less than 
;gloo in value. 

A Doll Free with every dollar purchase. 

Four Dozen Clothes Pins with every sale of goods 
amounting to 25c. or over. 



Free Ice Cream with every purchase of fifty cents or over. 
Coal Range to any one guessing nearest number of beans 
in jar of general store window. 

Indian Head Match Receiver with every purchase of a 
dollar or over. 


Decorated China Dish with every package of cereals. 
Small China Ornament with a pound of sixtv cent tea. 
Canary Bird in Cage with each bag of " Millbaugh's" 

Silver Plated Spoon with every pound of baking powder. 

Coupons found in boxes of cereals, bearing letters of the 
name ot the cereal, entitle holder of complete set to gilt parlor 

Full Set of Dishes for fifty coupons of gelatine. Coupons 
attached only to lo cent sizes. 

Bottle of Pickles with every purchase of catsup of the 

same brand. 

Package of Figs to every purchaser of one dollar's worth 
of groceries at Christmas. 

Cash Prizes for best loaves of bread from certain makes 
of flour. 

Free Cooking Demonstration and Samples of various 

Glassware and Crockery with purchases of fifty cents in 
sugar, tea or coffee. 

A Child's Chair, a IO<quart Dishpan, a Coal Hod, a 
Steamer or a lO^quart Galvanized Pail with one pound of 
50 or 60 cent tea or two pounds ot 25, 30 or 3 5 cent coffee. 

One Gilt Engraved Tumbler with Every SOc. Purchase 
of Groceries — two w ith a dollar, and so on. 

One Cup and Saucer with every pound of 25c. coffee — 
I lemonade set with two pounds of sixty cent tea. 

Large Bar of Laundry Soap with every dollar's worth of 

Two Shetland Ponies to two little girls clipping greatest 
number of ads. ot a certain grocerv store. 

Coupon for S6=piece Tea Set with every package of a 
certain breakfast food. 

A Coffee Pot with every pound of coffee. 

Five Pieces of Granite Ware with five pounds of 30c. 

A Five Pound Chicken with a dollar's worth of groceries. 


Hat Bands in College Colors with each young man's 
straw hat. Hats not to cost less than $5. 

Hat Brush with owner's initials with every silk hat pur- 
chased on certain date. 

Palm Leaf Fan with Panama hat. 

Gilt Initials Free of Charge with every $2.50 Derby. 


Preserving Kettle with purchase of $2.50 gas stove. 
Gas Stove with every $10.00 refrigerator bought between 
the first and fourth of July. 

Ten Quart Galvanized Dish Pan with every "Bissell" 
carpet sweeper. 

Sixty Feet of Clothes Lint for purchasers of washboard 
or wringer. 

Book Strap with every pair of skates. 

One Box of Washing Powder for every purchase of dish- 

$7.50 worth of Enameled Ware with every purchase of a 

Cup of Coffee and Biscuits with demonstration of gas 


Souvenir Postals to all guests bearing pictures of hotel 
and surroundings. 

Free Coach Transportation to points of interest. 

House Furnishings. 

Nickel Salt and Pepper Shaker with purchase of table 

Market Basket with one dollar's worth of merchandise. 

Free Circus Tickets for §5 purchase of draperies. 

Hammock and Stretcher to purchaser of gio worth of 
crockery . 

Set of Screens with fiill order of awnings for a six 
windowed house. 

Rose Bush with garden tools. 

Hand Painted Pin Cushion to women purchasing toilet 
set worth five dollars. 

Coupon Books for small pieces of fijrniture given with 
purchases of rugs and carpets. 

A Large Photo of a Famous Painting with every pur- 
chase of a mat. 

One Month's House Rent Free — nothing down — little a 
month — a liberal offer by a furniture house. 

A Hundred Dollars to Person Accosting a Pedestrian, 

showing copy of advertisement and asking " .'\re you the man 
with the hundred dollar bill ! " The one who strikes the 
right man gets the money. Of course the scheme is widely 
advertised belore. 

Gold for Brains — $100 for best trade motto for a furni- 
ture store. 

Heating Stove Set Up Complete with every S400 house- 
hold outfit. 


Seventy=five Dollar Crib to woman making most words 
from letters in "Our Liberal Credit System." 

Diamond Ring for Child with $100 purchase — fifteen 
dollar cash payment. 

Carving Set silver mounted, on $^0 purchase — five dol- 
lar first payment and $ 1 per week. 


Silver Fern Dish tor opening an account of 5525. 

Gold Locket tor most popular babv. No purchase nec- 
essary. Voting done by coupons cut from firm's "ads." 

A Gold Watch or a Mantel Clock to person guessing near- 
est the time a certain special watch will run without winding. 


Cash Discount tor entire fimiily laundry — saving of at 
least a third. 

New Collar for every torn one. 

Darning and Mending Free — for bachelor patrons. 

Blotter in Shape of Cuff — given free — ad. on reverse 




Jug Free with every gallon of whiskey. 

Pints and Quarts of Sherry and Port, Christmas and 
New Year's, with every fiftv cent purchase. 

A Fine Embossed Calendar with every quart of whiskey. 

Glass Decanter as Easter souvenir with every gallon of 
sherry, claret or port. 

Meat Markets. 

Five Dollars to person guessing nearest weight of pig 
shown in window. 

Quart of Cranberries with every turkey purchased the day 
before Christmas. 

Men's Furnishings. 

Gold Collar Button with every dollar shirt. 

Pair of Ariuy Brushes in ebony, with order of six cus- 
tom made shirts. 

Sleeve Links with every two dollar purchase. 

Coupons with every 25 cent purchase, entitling holder to 
chance in raffle for fine silk umbrella. 


A Pair of Gloves with every imported hat of §15 or 

Fancy Bib with every child's bonnet costing $2 or over. 

Hats Trimmed Free of Charge if materials bought in store. 

An Ostrich Plume Worth $2 with every order of over ^5. 

Doll with every child's hat. 

Doll's Hat with every purchase of baby's bonnet. 

Sterling Silver Hatpin with every trimmed hat. 

Jewelled Hatpin with every five dollar trimmed hat sold. 

A Chiffon Ribbon Bordered Veil with every purchase 
amounting to §1.49 or over in millinery department. Veil 
not given unless customer presents keyword of the firm at the 
time of purchase. 


Five Yards of Wide Ribbon with every guitar. 
Small Oak Stand or Table free with every zither. 
strings Free for One Year on all high grade banjos. 


A Piano to Teacher securing greatest number of yearly 
subscriptions from pupils and others. 

Set of Shakespeare to person obtaining fifty yearly sub- 

Desk Novelties with classified want «'ads." 
Framed Picture of President Roosevelt on presentation 
of fifty coupons cut from a certain issue. 

Piano to Most Popular Young Woman — voting coupons 
must be cut from paper offering piano. 

Trips to Europe on same scheme of coupons, thus increas- 
ing circulation. 

Optical Goods. 

Free Examination and Prescriptions tor a certain length 
of time. 

Guarantee of Eyeglass Correction with every purchase 
of gold bowed spectacles or eyeglasses. 

Eyeglass Chain with five dollar lenses. 

Photographic Supplies. 

Free Development if camera is purchased of certain firm. 
Pocket Camera with every $; purchase of supplies. 


Enlarged Photo with every dozen of §3 photographs. 
Every Purchaser of One Dozen $4 Photographs a lac- 
quered gold frame with easel back. 

Pianos and Musical Instruments. 

A Trip to the St. Louis Fair — all expenses paid to per- 
son sending in name of any person who afterwards within 
s,x months buys a piano — no restriction on number of names 

Nordica Appeared at Free Aeolian Concert. Tickets 
given to everyone personally applying for same. 


Free Excursions to new towns owned by railroads in 
hope of booming them. 

Real Estate. 

House Built Free to first purchaser of lot in a new section. 

Five Hundred Dollars for suitable name for new town. 
Name to represent some special characteristic of location. 

Free Railroad Transportation on application to anyone 
interested in a new suburb. 

Twenfy=five Dollars for best booklet on a new town to 
be boomed. 


Set of Rogers Silver to first bride of New Year. 

Silver Cup for babies who accompany parents making 

purchases often dollars worth of silverware. 


Die with every five quires of paper. 


Free Hosiery with every shoe purchase. 
A Pair of High Grade Rubbers with every shoe purchase 
of §2.50 or over. 

A Five Dollar Pair of Shoes to person guessing nearest 

the number of shoe buttons in large glass jar placed in window 
of store. 

Tagged Key with every dollar purchase. Keys were to 
unlock a box in window containing twenty dollars. On a 
certain date every customer was allowed to try his key. 
Only three fitted. The first successful one received $10, 
the second $6 and the third ^4. 

Preparation of Gen- 
eral Advertisements 

Definition, Dangers, Argument, Dialogue Style, 

Serial Advertisements, Name Display, Borders 

and Special Designs, Originating Illustrations, 

= Use of Portraits, Etc. = 

The term "general" applies to advertising intended to cover the whole or a considerable 
portion of the country, and it is radically different from local advertising that only aims to interest 
the residents of the place where the paper is published, or the territory immediately adjoining. 

The general advertiser may also come under the mail order classification, but as the latter is 
just as separate and distinct as local advertising, I have treated it in a division by itself. 

The earliest general advertisers were doubtless the pro- 
prietary medicine concerns, which flourished even before the 
Civil War period. Owing to the little competition at that time, 
small space and a style of copy that would now hasten the 
arrival of the red flag, served to build fortunes for those who 
had some available cash and plenty of brains and pluck. 

Later, other lines went in for general advertising, and to-day 
practically every industry from cereals to sporting goods is repre- 
sented, and its product sold by thousands of retailers in every 

The general advertiser employs for the most part the 
magazines and national weeklies, and he aims to present to the 
readers such arguments and convictions that they will respond 
by demanding the advertised goods of their dealers, and refuse 
substitutes. The retailer goes to his wholesaler, and the latter 
in turn sends his order direct to the manufacturer. 

Beyond question, this form of advertising is most treacher- 
ous. While under favorable conditions it will pay, and pay big, 
yet unlike the mail order advertiser, whose key system and direct 
dealing with customers insure absolute knowledge of conditions 
and results at all stages, the general or " publicity " advertiser is 
almost wholly in the dark from the start, and until such time as 
the jobbers' orders have placed the balance on the right side. 
This may take three months, a year or even more, depending 
largely on whether the product is a great novelty, a marvelous 
improvement readily shown in the advertising, etc., and whether 
there is great competition or none at all. 

The complexity of conditions of the average new product 
is such that any specific classification ot rules would be harnitul 
and misleading. What would benefit one might ruin another. 
I will therefore consider in this connection principles only. 

Take one line of business alone — druggists, 50,000 of them. 
Siiecimen No. 30. It would seem as though a quarter-page ad. in many of the 



— If you want 

this certainty 

on baking day 

use only 





Squills, Pills, or Muscle? 

Patient. — " Doctor, I still feel weak and played 
out. The tonic you gave me improved my appetite, 
but it hasn't strengthened my body and muscles. 
I thought you said it would ' build me up'." 

Doctor. — "Certainly not ; you are mistaken. I 
said the tonic would give you a good appetite, but 
you must take exercise to make muscle. Nothing is 
equal to a bicvcle for the daily constitutional, pro- 
viding you ride a machine like the Victor, which is 
undoubtedly the best. I h.ive ridden one for the 
last two years, and know that it has more good points 
than all others combined. I sold my horse yesterday. ' ' 



Monopoly Broken. 

Passenger. — "Well, Longhour, you seem to be 
looking fresher lately — less careworn. Mother in- 
law been off and got married? " 

Conductor. — "Not much ; she is different from 
most of 'em. Sweet as an angel. The fact is I don't 
have to work as hard as I did last winter. Just look 
at my freight — one girl, an old maid aunt, and four 
cripples. Ought to have thirty on this supper trip, 
but the cycle craze has ruined it. Twenty of my 
regular passengers have bought Victor bicycles and 
go to and from the city and Highlands twice a day, 
while this car goes empty. Victors are great hill 
climbers, or it wouldn't be so." 



Specimen No. 31. 

Specimen No. 32. 

national publications ought to create a demand in several thousand of these stores, say one in ten. 
It is easy to hypnotize oneself with the idea that on say a dollar preparation giving the manu- 
facturer a profit of at least forty cents a bottle, and each dealer selling 
an average of one bottle per day, a gross profit of $2,000.00 per month 
can be realized on an advertising expenditure of a few hundred dollars. 
But alas, such results are not possible, neither are they obtainable in 
any line where the goods are not staple and salable to some extent even 
without advertising. 

Proprietary remedies can only be sold by the manufacturer first 
creating a large demand through extensive advertising, and by local 
introduction, while the corset manufacturer by a comparatively small 
advertising outlay in publications like the Ladies' Home Journal, 
Woman's Home Companion, Delineator, and some of the best 
national magazines, can aid his salesmen in selling dealers everywhere. 

The reason is this: the druggist has plenty of preparations of his 
own make for all diseases — no retailer makes corsets. There is never 
any steady demand for a certain remedy save by continuous advertising, 
and the druggist cannot afl'ord to push it when he can make more on 
his own goods. More than that, he cannot sell much of any line 
without publicity. Corsets, on the other hand, are as staple as 
sugar, and the dealer who happens to buy an over supply can always 
get rid of any surplus stock without any loss. Specimen No. 33. 



Blackstone, Chitty, Victor, et al. 

Friend. — "Come, Webster, put up Blackstone 
and come to the ball game with me this afternoon. 
There's going to be a big crowd, and it will do you 
good to get a little exercise." 

Lawyer. — "No, thanks. Brown; I don't get a 
great many afternoons off, but when I do I spend it 
on the avenue with my new Victor Bicycle, for the 
benefit of my health as well as pleasure. You don't 
catch me iamming myself into a crowd of ball cranks 
and gettmg lamed up for a week. Better buy a 
Victor and complain less about stiff joints and weak 
ankles. Eh?" 



Si)Ociinen Xo. .34. 

With this preliminary explanation, an ex- 
amination of standard general advertisement 
construction will be in order. 

Pure Publicity Advertising a Snare. 

The first common error is in supposing 
that the sole object of the general advertise- 
ment is to attract attention and impress people 
with the name of a given product. Years ago 
when there was but little general advertising 
the effect of an ad. constructed on the mere 
"publicity" line was from ten to a hundred 
times greater than is possible under present 

Specimen No. ^^ '^ a pure publicity effort, 
and a good one for an old advertiser, whose 
goods have been on the market for years. 
But for introductory purposes, it would ac- 
complish little. Even for such a product as 
Carter's Ink, this particular ad. is only worth 
a few insertions as a novelty. 

For the new ink, there must be a presenta- 
tion of facts which will interest, and convince 
ink consumers that it will give better satisfac- 
tion, insure permanency, etc. Thousands of 

dollars are constantly fooled away on ads. that illustrate no vital point, create no favorable im- 
pression nor give good reasons for patronage. 

Very often an advertiser will say, " I keep up a 

certain amount of advertising, and can see certain 

results — that which isn't noticeable I credit to pub- 

Now all these "reminder" ads. which are mere 

pictures without chat or argument, may look pretty, 

but no new advertiser should waste a dollar on them, in 

publications. In street cars, a combination of colors 

in large space may be effective in keeping the name of 

a product alive after regular, argumentative periodical 

advertising has created a market. 

When I began advertising bicycles in the early 

days of the industry, I found only one manufacturer 

who employed an advertising man and made any at- 
tempt to advertise systematically. The other makers 

got along with an occasional change of copy that 

amounted to little. The leader just referred to, 

however, although doing his best to keep ahead, 

did not properly grasp the situation, and as a result 

his ads. were mere pictures of touring wheelmen, amid 

rustic scenes — no arguments. 

While at this period people had to be educated 

not another special feature existed in Victor Bicycles except 
the Victor Spring Fork, that alone would entitle us to the evcrhisting 
gratitude of wheelmen who look for comfort as welt as speed and 

And if every rider understood its superiority it is probahle that our 
two mammoth factories would have to be doubled, perhaps quadrupled. 
to meet the demand. 

As it is. wc are working day and night; we arc crampctl. Next 
year there's no triling what we may do for more room. 

Have you seen our "93 Victors ?^-eight models in all. 



Specimen No. 35. 



to appreciate the great benefits of wheeling, 
yet, as I very quickly demonstrated, it was 
also possible to add good argument as to 
the superiority of the particular bicycle I 
was advertising. Eventually the older 
concern saw the necessity of adopting my 

And I want to add that the mere 
" publicity " effect of that original adver- 
tising probably cost the rival company 
several fortunes. 

Argument in Advertising. 

In commencing this talk I am going 
to refer to Automobile advertising, because 
it is " all the rage," and a live subject in- 
variably affords more interest than a dead 

To-day there are scores — maybe hun- 
dreds — of auto manufacturers, each striving 
tooth and nail to find buyers. To find 
them in large numbers, more or less ad- 
vertising in the national publications is 
necessary. An examination reveals a pe- 
culiar condition. These ads. instead of 
attempting to educate the readers on the 
many points of superiority — real or claimed 


■ -K.^ / 

It is no longer a question of desir- j^J 

ability — that of cycling. The real {7^ 

point at issue is "which bicycle is j?^ 

best?" {7^ 

And the answer ? \~^ 

Victors : first in tires and improve- {^^ 

ments. JT^ 




A. G. SPALDING & BROS.. Special Agenta, + c>..c>«>. ■.<« y<,.«. 

. PhiuidCiPHI*. 

This IS the wheel thai has done more for perfect bicycling than 
any other. 

The tramp of tired feet grows fainter and fainter— the tramp of 
progress both faster and easier — mostly on Victors. 

You must come to it finally — why not now? 

Have a Victor catalog 

Specimen No. 37, 

Specimen No. 3G. 

— are for the most part mere cuts of cars, with price, 
and possibly some catch phrase or hot air that con- 
vinces no one. 

Now read specimen No. 44, and see what pos- 
sibilities are within the grasp of one who knows how 
to write good copy. And when it comes to the 
question of springs in an auto, there isn't the slightest 
doubt about the Winton receiving the credit for 
having the best. 

This advertising will do vastly more than give 
publicity — it will carry conviction and sell the most 

No matter what the article is, it must have 
selling points, and these should be brought out in 
the ads. 

Advertising is salesmanship, pure and simple. 
Imagine a salesman calling on the trade and merely 
dumping on the counter a sample or photograph with 
the statement "it sells like wildfire," or "we have four 




Yale Oil is the greatest external and internal 
remedy known to the science of Pharmacy. It 
is superior to liniments and Jamaica Ginger, and 
will cure where all others fail. 

Absolute in Chronic Diarrhcea, Asiatic Cholera, 
Cholera Morbus, Cholera Infantum, Dysentery 
and all Summer Complaints. 

Works wonders in Rheumatism, Neuralgia, 
Sprains, Spinal Troubles, Toothache, Chilblains, 
etc. Price 50 cents. 

Specimen No. 38. 


Specimen No. 39. 

styles — each a leader in its class," etc. No, such a 
drummer would be fired in short order, because he 
couldn't earn his salt. 

Well, fortunes are squandered on advertising 
that has nothing to recommend it to readers. 
While a single ad. cannot tell the whole story, it 
can tell a little each time, or inspire new confidence 
by a well written style, where there are few real 
points to argue, and thereby gain the public con- 

In the argumentative group specimen No. ^S 
touches upon an important feature in combination 
with the "eye blazer" effect, and I believe this was 
the first black background of its kind to appear in 
the magazines, occupying a full page. 

Specimen No. 48 is also a direct argument, 
since any exclusive improvement that reduces tire 
terrors must appeal to every wheelman. This ad. 
in its original form occupied both single and double 
columns in daily papers. The imprints are omitted 
in the majority of specimens, as they are of small 

I admonish the ad. writer to lose no time in 
getting possession of all the facts connected with a 
given product. Classify them and prepare many 
announcements, each exploiting but one point. 
Follow this by combining two or more, and practice 
the introductory feature. Specimen No. 45 is 
practically all introductory — hot air — and was use- 
ful in a series of daily paper ads. after its predeces- 
sors had hammered out all the superior points. 
This effort could be joined with the text in speci- 
men No. 48, with good effect. 

Study these features and work along the right 

Specimens Nos. 30, 42 and 43 show how at 
tractive designs may be combined with argument 
and made interesting. The repetition of "Yuco" 
in No. 42 seems unnecessary and reveals too much 
anxiety to impress the name. To do this effectively 
simply have the artist draw the one at top nearly 
twice as large, and dispense with the bottom name, 
even though a slightly different arrangement is 
adopted. Specimen No. 43 is particularly good, 
since its theme is cost saving, and this always 
appeals to the majority of housekeepers. 

Don't use trade marks or other undecipherable 
coats of arms in ads., save in rare instances, and '^ 
never as the leading feature. 




^11 i ■ ■ ■ ■ ■ ■ 1 ■ ■ ■ ■ ||^ 

Fulton built the "original" An 


Fulton built the "original" American steamboat, but the Hudson River 

floating palaces of to-day are immeasurably 

Being first in a field may make a 

reputation for a day — perhaps a year — buL 

of value no longer than true merit survives. 

Leadership means superiority. 

Victors are not the "oldest" or "original" American bicycles — they are 

simply the best bicycles. 


Because no others are 
made so well ; because no others 
are equal in tires, spring forks 
and general improvements; 
because Victors make the pace 
in advanced construction and have more valuable ^^^r points than all other bicycles 
combined. Shall we send you a catalog ? ^^ 







Specimen No. 40 (Double Border Effect). 

The Dialodue Style. 

A pleasing variation from the usual effort is shown in specimens Nos. 31, 32 and 34, and is 
known as the " Dialogue Style," which ordinarily 
denotes an artificial or imaginary conversation, gen- 
erally between two persons. It is useful chiefly 
where solid argument has had its innings for some 
time and a change is wanted. It is not particularly 
good for a new proposition, when the public is in 
ignorance of the product. 

There should, of course, be some inoral con- 
nected, and argument as to superiority can be in- 

Serial Advertisements. 

Two styles are represented under this division 
— one good, the other bad. The first is a series 
of ads., each complete in itself, but making the 
illustrative feature appeal to a different class of con- 
sumers while retaining the chief characteristics of the 
" idea." The second is a series that keeps the public 
guessing until the last complete ad. is published. Specimen No. 41. 

R)r Sore 




,,i^ Wheat Food^s 

m^/i^ Different from any other ce- V^lw 
mf/jk real food, in flavor, prepara- ^!^)\ij 
//gil? tion and uses. For break- 
}/// fast, for dinner, for supper — 
for every meal and everyday. 
There is a new way to pre- 
pare it each time--dishes that 
will satisfy the old folks and MUjd 
delight the children. WM 

The recipe book which accompanies- each two vf'AiK^ 

pound package tells you o£ its uses. If your J y" 
grocer does not keep it send us his name and MJik 
\ we will-write you where it can be procured. ^I/m 
|a Prepared by the I&/ jnirii' 

v\\V\ WASHBURN, CROSBY CO.. ,ll/£r///tV^ 
^^Vff \\ MlDneapolis, Mian., mat 
JlV\vK of the famous Gold 

..■^iv^kv 1 Medal Flour. 

Si^ecimen No. 413. 


How many cups of flour do you use in 
a batch of bread? How many cups to a' 
loaf? No matter how your recipe reads use' 
one-fifth more water when j'ou use Gold^ 
Medal Flour. You'll secure better results and 
more bread. 

It's an established fact that Gold Medal Flour 
makes from 40 to 60 more loaves to the barrel 
than ordinary flour and over 20 loaves more 
than the highest-priced flour on the market. The 
average is forty loaves. Forty loaves at five cents 
each means $2.60 a barrel saved by the use of 


Gold Medal 

Take this into consideration when you buy flour. 
Then remember that Gold Medal Flour is made 
from the best Spring wheat grown in the finest 
wheat growing district in the world, and con- 
tains more nutritive value than any other flour 
milled. There isn't a question as to which 
flour the careful housewife will use if she 
stops to think. Gold Medal Flour is milled 
to meet the needs of thinking housewives. 
WASHBURN. CROSBY CO., Minneapolis, Minn 



C. C. BUSE, Buffalo, 

Distributing Agent for Cold Medal Flour. 

SiJecinien No. 43. 

Specimens Nos. 38, 39 and 41 show how effective the right idea can be made 
in serial order, and I doubt whether these Yale Oil ads. have ever been equalled. 
The text matter Is given only with the first one, and it is probably unnecessary to 
say that the others originally were complete in this respect. A portrait and testi- 
monial could also be added with telling effect. 

I recall a series of blind ads. that appeared in Boston dailies many years ago, and regret 1 
did not preserve them as models to avoid. It took five days to develop the word Ozone, begin- 
ning with the letter O, followed the second day by Oz, and so on. The letters came up from 
behind a hill, about as the sun rises above the horizon. 

Advertising is too important and costs too much cash to be made a puzzle. People are too 
busy to bother about what is coming, and at best an effort of this kind can only be called " pub- 



Why Winton Twin=Springs 
Save Tires. 

A PNEUMATIC TIRE is just a sensitive Spring. 
Its compressed air cushion responds to a thousand 
minor vibrations that never reach the Steel Car- 
riage Springs. 

And every vibration is a Bounce, in miniature. 

There are just so many Bounces in the life of any 
Pneumatic Tire. 

You may therefore figure Tire-cost at so much 
per bounce. 

And, that cost is tremendously high when compared 
with the cost, per bounce, of Spring Steel. 

But, the regular steel springs on Motor-Cars are too 
stiff to do the work of Pneumatic Tires. 

Because, these steel springs must be made strong 
enough to receive the hardest shocks, wdth the heaviest 

Thus they cannot be made light enough — sensitive 
enough — to relieve the Tires of the million minor bounces 
per hour. 

And so, the Pneumatic Tires must do 90 per cent, of 
the springing. 

That's why they wear out, and are such an expensive 
item in the year's running. 

That's why the Twin-Springs of the " 1905 Winton " 
were invented and patented. 

Because, each of the four Winton Springs is really 
two springs in one, or eight springs on each carriage. 

Note that the car-body, and the Motor, ride (in the 
Winton) on the thin steel of the upper springs. 

These upper springs are so sensitive that they 
respond even quicker than the Tires to slight vibrations, 
and minor shocks. 

Thus they do most of the "spring" work before the 
Pneumatic Tires can do it. In this way they relieve the 
Tires of about two-thirds the Bouncing that wears them 

Figure that out in dollars and cents and you'll see 
its importance. 

But these sensitive springs would be impracticable 
on a car without the Winton auxiliary springs, which are 
shackled beneath them for emergency work. 

When running over rough roads, or with heavy 
loads, the sensitive upper springs receive the support 
of the lower springs every time the Car bounces over a 
railway track, or over a "thank-ye-mum." 

These auxiliary springs then come into action only 
when needed, relieving the Tires of their severest work 
and their most destructive strain. 

Consider what these Winton Twin-Springs mean to 
the life of the Motor, as well as to the wear of the Tires. 

Consider the double comfort they give in riding over 
average country roads. 

Consider the greater speed you can drive a Winton 
at, when you know that the Motor, Tires and Passengers 
are insured against jar, by these compensating springs. 

No other Car can use these Twin-Springs. Because 
they are an exclusive and patented Winton feature. 

There are seven other features as exclusive as these 
sensitive springs, in "The Winton of 1905." 

Drop us a line to-day and let us tell you about them. 
Cleveland, Ohio. 
Specimen No. 44. 

licity," since the merits of the article can only be 
made known by open methods. Life is too short 
to waste a day, and good direct advertising will 
drown every vague effort. 

Name Display. 

One of the best features for the new general 
advertiser to adopt is name prominence, which calls 
for special display-lettered titles. Specimens Nos. 
35. 37. 38, 39> 40. 4i> 42, 45> etc., show the idea. 
Each name is pen lettered by the artist, to give that 
individuality not quite possible by standard display 
type. Nos. 30 and 43 may be compared in this 
respect. Practically the title or name in Nos. 40, 
45 and 47 is now the Powell Series, but when I 
had the original drawn nearly fourteen years ago, 
there was nothing like it. 

Many shoe, piano, and other manufacturers 
who advertise largely adopt a certain name style for 
the product and never use anything else. This is 
particularly good at the beginning of a campaign, 
but I see no reason for its slavish use. Indeed, 
variety is restful, and the single idea can be carried 
too far. When I prepared the Yale Oil series 
years ago, I utilized the large Y scheme merely 
long enough to show the various uses. 

The same general Instructions I have men- 
tioned in retail advertising display apply in general 
ad. work. Don't use a display line that has no 

Borders and Special Designs. 

General advertising is not as a rule watched 
with such interest as local advertising. The latter 
is news that absolutely concerns the whole com- 
munity, while the general ad. usually has to force 
itself upon an unwilling or unconcerned public. 

This, then, calls for the " eye blazer," the 
" attention-arresting " ad. that stands out like a sore 
thumb and intrudes its proposition. As certain 
lines of general advertising become fixed and stand- 
ard, it is less and less necessary to resort to un- 
usually black effects. A beautifully proportioned 
advertising design, having well-developed symmetry 
and a catchy illustrative idea, will always command 
attention, which in turn practically insures the read- 
ing of the text matter. 

I advocate the use of special drawings em- 
bodying good advertising ideas, but I cannot too 





No need to remind you tliat cycling 
is the grandest, most exhilarating, most 
healthful sport in the world. 

Less need of saymg that Victor 
Bicycles lead. It S a long established superiority of this particular soap as a promoter of 
fact, known wherever cycling is known the quick, easy wash. This is what I produced — 
— from Maine to California, Canada to an illustration occupying two-thirds of the page, 

strongly condemn a mere black patch because some 
" psychologist " thinks this better than type. 

Always seek contrast in design, and very often 
the display lines can be type in connection with 
a good illustration. 

Originating Illustrative Ideas. 

Many years ago I was engaged to prepare a 
full page ad. for a leading soap, to be inserted in a 
woman's publication of the Ladies' Home Journal 
class. Something was wanted to emphasize the 


A catalog at your service. 

Specimen No. 45. 

The World 

and showing the back yard of a city house, with a 
wash woman carrying a basket of dirty clothes to 
the tub. I paved the yard with cakes of the soap 

instead of brick, and had the title " B 's Soap 

Paves the Way to An Easy Wash." About a 
quarter of the page was given up to text matter in 
I 8 point Old Style. 

The illustrative ideas as shown in Specimens 
Nos. 15 to 19 are not suitable for general adver- 
tising, as they are semi-humorous and only avail- 
able among home people. Specimen No. 36 shows 
a " refreshing " idea, and I have already referred to 
the attractiveness of No. ^^. 

Use the product in producing the illustrative 
idea if possible, and many further good examples 

Do you move with 

it ? Are you satis- 
- - fied to move along 

yy|Q"yg§ as your grandfathers did be- 
fore you ; patient and plod- 
ding, so long as you get there sometime ? 

If you are going to win you must be awake ; 
you must "get there" the short way. A 
bicycle will help you. 
There are bicycles 
of every degree — 
good, fair, bad. We 
talk only of the best 
—VICTOR. Made of >^ 

the finest materials, «—^ .,, , . , , ~ l- l t 

by skilled mechanics, in the largest and best will be seen m later chapters. 1 ry to hit the mark 

appointed bicycle plant in America. 

Do you want an art catalog telling all 
about it ? 

Overman Wheel Co. 

Boston. Washington. Denver. San Francisco. 

Specimen No. 46. 

instead of avoiding it. 

Use of Portraits. 

I have often been asked if the use of the ad- 
vertiser's portrait is good. It depends. If the 
business is of a professional nature, yes — otherwise. 

True, Gov. Douglass gained notoriety in this 


way in connection with his $3 shoe, but he began at a time when Lydia E. Pinkham was about 
the only other individual resorting to this style. A face that lacks character or looks like a thug 
is about the poorest thing possible. 

Practical Suggestions. 

The beginner who undertakes to prepare general advertisements is usually required to 
originate and lay out a well balanced combination of illustration and text, in which the former is 
really the first consideration, since the article to be advertised ought to stand out plainly and arrest 
the attention of readers who are likely to be interested. This calls for a different plan than is 
followed in retail work, as there is usually much less space at the writer's disposal, and much less 
to be said in the text matter, especially in quarter-page and smaller magazine ads. This is also 
true to a great extent in dailies and weeklies, although the cheaper rate here permits the display 



of the general ad. in larger space than is deemed 
wise in the monthly publication. 

But as stated, the first consideration of the 
general ad. should be design and illustration. Sup- 
pose we have a quarter-page magazine ad. to prepare 
for garters. Instead of merely showing a cut of the 
article, let us devote say 2^ inches depth and full 
width to an illustration of a pair of legs from below 
the knee, one sock held by the garter and the other 
without, badly sagging. This leaves 1^x2^^ 
inches for text, and the name would look well in a 
special pen-lettered design, as " Hold-up Garters." 
In a 2-inch ad. a good effect could be produced by 
showing one leg only, with the garter occupying 
15^ inch in width by 2 inches depth, leaving 
about i|/8 inch by 2 inches for text, which would 
call for a good name display and a couple of para- 
graphs in about 8 point Roman. A mere enumera- 
tion of points is about all that such a limited space 
can take care of. If the garters have been advertised 
some time, then a variation could be adopted by 
having a four or five-line paragraph in large text 
type, something after the style in specimen No. 6, 
but with the name well displayed above the text. 

From this learn to apportion the illustration 
and design according to the space, and so as to get 
the biggest show, not forgetting to leave room 
enough to tell something that will influence the 
prospective customer. 

As space increases there can be more text .. 

matter proportionately. Take life insurance adver- tUrC, cHlQ cl 
tising — that badly abused branch for which large 
sums are annually wasted for printing the veriest 
tommy rot that couldn't possibly interest anyone. 
Almost any insurance ad. will do for examination, 
excepting those of the Penn Mutual of Philadelphia, 
which certainly argue more in two inches than 
others, do in a page. One casualty company ad. 
now before me takes a half page to display the name 
in ordinary type, give a list of officers, and display 
the titles of nine forms of insurance dealt in. Then 
follows in 8 point text a lot of dope talk about 
assets, confidence, reserves, etc. Now wonderful 
opportunities await the insurance company that gives 
a brief primary lesson in each ad., and in such a 

chatty way that thousands will send for booklets telling the whole story, and these in turn should 
be as interesting as the real estate booklet reproduced in this work. Say something vital and say 
it interestingly. Look over good specialty ads. and note the real points brought out; also note 
vital omissions. 



Ride a Victor and 
you ride the best — will 
enjoy life, and look 
better, feel better, work 

Specimen No. 47. 

Five Minutes 
For Repairs. 

Tbe Victor Pneumatic 
Tire bas tbe only inner 
tube whicb can be re- 
moved, m case of punc- 
new one in- 
serted m nve minutes. 
If your time is wortb 
anytbing, tbis is impor- 

Specimen No. 48. 

Management of 
General Advertising 

Vital Factors, How to Start the Campaign, Value 
of a Proprietary or Trade Name, Prices and Dis- 
counts, Salesmanship and Advertising, Local 
= Introduction, Etc. ^ 

In starting a new advertising campaign to cover the country it will be well to bear in mind 
these cardinal factors : 

First, mere merit alone will not sell goods or gain a national reputation, hence the adver- 
tising appropriation cannot be curtailed on the strength of virtue. 

Second, the product must have a proprietary name or trade-mark for protection. 

Third, the proposition should be made attractive to retailers and jobbers. 

Fourth, sufficient time must be allowed for the advertising to take effect. 

Fifth, the selling plan must be comprehensive and support the advertising. 

Sixth, salesmen should be employed, instead of waiting for the trade to send in orders. 

Seventh, certain staple articles of daily consumption will achieve quicker success through 
moderate magazine and national periodical advertising, and immediately supplemented by local 
advertising and demonstration, taking section by section. 

Eighth, the trade should receive advertising matter, prices, etc., shortly after the general 
advertising starts. 

Ninth, the advertisements should when possible aim to get requests for catalogs and booklets. 

Tenth, the entire campaign should be thoroughly laid out from start to finish — both adver- 
tising and salesmanship — before a dollar is expended on publicity. 

I assume as a matter of course that the manufacturer or dealer who is about to explore new 
fields has already solved the question of production, cost and profit; and that he has sufficient 
capital for the new venture, if conducted on rational lines. 

One more important fact should be stated before proceeding further — well advertised products 
possessing merit will command from 25 per cent, to 33^ per cent, better trade prices than un- 
advertised articles. 

Another fact — consignments of advertised goods to retailers, to be paid for when sold, 
almost invariably defeat the purpose and result in loss. 

And as a parting admonition before going further, I want to advise the supplying of the retail 
trade through the regular jobbing or wholesale houses who will take advantage of all cash dis- 
counts and thus insure the advertiser against losses and retail conditions, the existence of which he 
can know little about. 

How to Start the Campaign. 

First determine how extensive the operations are to be; whether a lump sum, say $25,000 or 
^50,000, is to be devoted to a year's advertising, or whether a few hundred dollars for three or 
four months only are to be experimented with. Consult some advertising agent of high standing 
and get his advice as to mediums, size of space, cost, etc. His commissions from publishers are 
generally sufficient, so that the advertiser is seldom asked to pay more than publisher's regular rates. 

After a definite, final plan is once agreed on, don't continually tinker and alter it. Of course, 
this calls for a very thorough analysis of the whole matter, and there should be no undue haste. 
It doesn't pay to go much by theory unless there is common sense and, if possible, some 


precedent, to insure success. Get at every vital fact connected with competitors— their prices and 
discounts, their methods of distribution, etc. Take as little for granted as possible, and when you 
have everything in hand, go ahead and don't allow anything to deter you from carrying out your 
plans. Don't get nervous and over-anxious, and expect immediate results. 

As I have said, the manufacturer of staples need not spend large sums in national advertis- 
ing, if he will be content to let them prove in a small way the percentage of possibilities. Large 
campaigns for new advertisers ought, in almost any event, only to follow moderate advertising 
effort. Say a manufacturer introduces a new specialty; he can take from four to eight inches space 
in the Ladies' Home Journal and have his salesmen show the ads. to retailers. This is an old 
plan, and generally wins if the article comes in the standard necessity class, which precludes loss 
if the advertising fails to convert consumers. 

As substantial progress is made more space can be taken, and the wisdom of keeping down 
this expense until the greater part of the trade has been interested, will be apparent. 

Value of a Proprietary Name or Trade Mark. 

I was once consulted by the president of a large New Jersey rubber company, who explained 
that they did a large business, yet the net profits were scarcely more than five per cent. It was 
the old story of manufacturing almost every conceivable specialty for jobbers and others who 
advertised under protected names and thus reaped the big harvest. He admitted the folly of his 
course, and desired advice for the purpose of creating their own specialties. 

Many others having complete plants are similarly situated, and it seems strange that they do 
not make the most of possibilities. Cutting out the big profits of the middlemen is getting to be 
the order of the day, and good advertising is the surest factor in the operation if properly 

Again, a soap manufacturer who wanted to put up his finest brand under a trade name was 
willing to spend ^50,000 in advertising if he could be sure of making as much profit the first 
year. It did not occur to him that getting his money back in this time would be pretty fair 
progress, and that if by the end of the second year he could again turn over this advertising 
capital and make say ten per cent, on the investment, his business would readily sell for a big 
bonus. In a few more years he ought to retire very rich if so inclined, for once a staple gets in 
a position whereby it can spend fortunes in yearly advertising it is a bonanza. 

If the $50,000 comes back in a year, and $100,000 is put into advertising the next year, and 
so until the limit is reached, it is plain that even without dividends the enterprise is intrinsically 
worth "as an established business" at least double the annual advertising appropriation. Were the 
promoter foolish enough, he could, after three or four years' publicity, stop all advertising and hoard 
up about as much as he had spent for it. Sales would not diminish much for a year, only a fair 
shrinkage would occur in the second, and even in after years the product would undoubtedly pay 
as a permanent business, although in vastly reduced volume. 

The point is this : it is possible to make a proprietary or trade mark name worth more than 
the total advertising investment represents. 

There are to-day hundreds of semi-idle manufacturing plants that only need the magic touch 
of modern advertising to set every wheel turning and double and quadruple profits. Some 
naturally belong in the regular field, while others can reap fortunes through mail order merchan- 
dising and selling direct from factory to family. 

And in this connection I have often thought that I would ask nothing better than a chance 
to get hold of just such a proposition, and I feel very certain that it would pay better than a gold 
mine, for the opportunities are great — and what's more, certain. 


Forcing a New Market by Local Introduction. 

Food products and other articles of rapid consumption can often be made profit makers in 
the shortest time through local newspaper advertising and store demonstrations. This method is 
pretty well understood, and only a few general hints are in order at this time. 

Contracts for space should be in bulk, say 5000 to 10,000 lines or the equivalent, to be used 
in one year. The first ads. announcing the demonstration should be large and striking, with 

Suppose bulk contracts with two good dailies in an enterprising city amount to $1000.00, 
assuming of course that these practically cover the entire local field. It should be a jobbing center 
for quick distribution to retailers. 

Inside often days one salesman could probably cover the entire trade and be through, ready 
for the next place. 

Get every retailer to make a good window display and give him an extra discount for quantity. 
If the regular trade discount is a third, make it say 40 per cent, for a $50 order, or even more. 
But confine this proposition to the one time that marks the boom or introduction. Remember, 
too, that every retailer, like the druggist, is not your friend until he has your goods on hand. 

Take the retailer's order to the jobber, and arrange for the latter to allow the special intro- 
ductory rate in addition to his usual commission. Don't waste time or money on any wholesaler 
in hope of overstocking him. He has been there before. If he has turned over to him a hundred 
dollars' worth of orders, undoubtedly he will buy some extra goods on so good a showing, but the 
main effort must be with the retailer after the advertising has created a demand. 

The whole country can be covered in this way, and if good men are employed enough boom 
sales can often be created to show a quick profit on the advertising. But better still, the great 
work of fixing the trade will have been accomplished. A normal use of the remaining space after 
the boom will make it certain that no local demand will be unsupplied. 

Concentration of effort is necessary. A common fatal error is best illustrated by a certain new 
baking powder that began advertising a few years ago in New York dailies, without using enough 
space or having a comprehensive selling plan. To move New York City alone calls for perhaps 
$50,000 in advertising, which should be along most original lines, and totally different from the 
style adopted, which was scarcely more than "publicity" or name prominence. 

A quarter page in three or four leading magazines gives some national reputation, and helps 
the local introductions. 

The baking powder in question scattered its daily paper advertising in many cities and did 
not succeed in converting any single community or in making both ends meet. 

The best plan always is to begin in a small jobbing centre where from 1 1,000.00 to $2,000.00 
will give exactly the same extensive advertising as $50,000.00 would in New York City. Then 
if any plans need altering, the preliminary losses will be but trifling. 

Hammer the big centres only after experiment has proven successful. If the capital is large 
enough it is best to open New York, Chicago and other centres as soon as permanent methods 
have been secured. The big city dailies circulate outside to a great extent, so that in addition to 
working the immediate local field, the ads. are sent to distant places, and when these smaller 
centres are boomed in turn, they will respond more quickly because of this "slop over" adver- 
tising from the big city dailies. 

Just what particular products can best employ this plan it will be unwise to specify. I should 
advocate some careful figuring. How many packages, boxes or bottles must be sold to get back 
sufficient profit to pay for the introductory advertising? How many retailers? — then eliminate 
from your calculation from 20 per cent, to 30 per cent, of them as too one-horse to take an extra 
discount on a good thing. 


Now assume that the local introduction, requiring two weeks, costs $8oo.oo including adver- 
tising and two salesmen. On an article selling at ten cents — a food product for example — it 
follows that from io,ooo to 20,000 packages would have to be sold to cover expenses, and unless 
there were a hundred active retailers who would each buy a gross after a lively demand started, it 
would be almost impossible to leave the city even or ahead of the game. 

With an article of this kind it should not merely be the aim to make a profit or even 
expenses on the introduction, for when the entire retail trade is supplied and is co-operating, the 
main work is completed, and moderate local advertising thereafter will keep the goods moving. 
The vital thing is the fixing of the retailer so the advertising will not be weakened. 

Food products, medicines and similar articles of general daily use can often make a profit on 
the boom, as will be apparent in the department on medical advertising. Corsets, dry goods 
specialties, etc., cannot expect it, and of course the amount of advertising should be regulated 

In the introduction of flavoring extracts it generally pays to sample, but it is expensive to 
send canvassers to each home and secure an audience with the lady of the house. Much valuable 
time is thus consumed, and it is such a prolonged effort that no salesman could wait in the field 
long enough to receive any benefit as far as a quick demand is concerned. The better way is to 
sample from a given point or points — say from every store that will buy an assorted gross of the 
various flavors — and confine the free event to the one day or days. Leaving samples with stores 
Is undignified and hurtful in more ways than one. 

The local introduction should aim to wake up the entire population in the shortest possible 
time, and I cannot conceive of any line possessing real merit that testimonials will not benefit. 

About the only rule as to which lines will stand heavy advertising is this: if practically 
everybody can use the goods that very day, then pounding space may win, but if the buyers must 
first wear out something similar, then booming may fail. We can instantly eat anything that we 
fancy — we cannot throw away a good pair of shoes. 

Prices and Discounts. 

One of the present largest department stores in Philadelphia began by offering merchandise 
at actual cost, and this shows the value of price saving. To divert trade from competitors and 
get it working for you is worth a good deal ; therefore the giving of an extra discount on a new 
boom is wise. 

But give it where it will do the most good — to the retailer. 

The jobber will naturally take all you ofi^er him, but the very nature of his business precludes 
his giving any great surplus of effort to any single product. Be as liberal with the middleman as 
any one in your line and then devote your attention to creating the demand and making things 
interesting for the retailer. 

Salesmanship >vith Advertising. 

Get good salesmen to work with the advertising. In opening new centres much depends 
"^ y on their ability as hustlers and talkers. Put the best one in charge and hold him to account. A 
mere receiver of orders is about as useless as can be imagined. The real salesman enters into the 
spirit of the thing with vigor and vim. He feels his responsibility, and knows that if he makes a 
record there's big money for him somewhere, because the world is always on the lookout for 
selling brains. One of the best salesmen I ever saw left a $2 5-a-week job to conduct local 
invasions for a new specialty, and he soon demonstrated that he could induce the trade to multiply 
their orders by ten where the proposition and advertising are attractive. Another drawing $75 
weekly proved a complete failure. The local introduction method requires making friends 
quickly, and grass must not grow under the salesman's feet. 

Mail Order Advertising 

A Magnitude of Mail Trade, General Principles, Publications, Keyed A 

^T(^ Ads., Sample Copy Circulation, Agents, Agents' Letters, Schemes, ^mJ^ 

^ A ^ A ^ ^ sft Space Limitations. ^ ^ tA <^ lA tA A 

Mail order advertisers are divided into two classes: 

First, manufacturers or dealers who reach the people living almost exclusively in country 
villages, farming and remote settlements, where the advantages of department and other large stores 
cannot be obtained. 

Second, department stores having mail departments and manufacturers of higher priced 
articles that appeal to the readers of magazines and National weeklies. 

The first class advertise almost exclusively in the strict mail order papers, such as Comfort, 
the Vickery & Hill List, Woman's Magazine, Hearthstone, Paragon Monthly, Metropolitan 
and Rural Home and others which circulate almost wholly in the country districts. These papers 
usually have enormous circulations, from 50,000 to 1,500,000, and owing to their comparatively 
inexpensive make-up and printing, they are able to offer subscriptions at the lowest price, varying 
anywhere from ten cents to fifty cents a year. The advertising rates are correspondingly low. 

Practically the only difference between the country and city mail trade lies in the fact that the 
latter is appealed to in a more dignified manner; the offerings are for the most part the best of 
their kind, and are sold at higher prices. Much of the magazine mail order advertising, too, is 
not for exclusive mail trade, as these advertisers also frequently sell through stores or their own 

For practical purposes, however, the mail order principle is always the same, but the reaching 
after the country buyer being at the present time a hundred times more important and extensive 

than the efforts to secure his city cousin, it will be best to 
analyze those conditions that apply more specifically to the 
former. And, moreover, it must be borne in mind that the 
standard magazine advertiser who seeks mail buyers is at best 
only following the general law — the offering of merchandise 
that is better or more extensive than the line carried by the 
average local store. For example, certain mail order furni- 
ture houses make and sell ten times as many up-to-date 
patterns as can be found on the floors of even the largest 
stores. This multiplicity on the part of the manufacturer 
enables him to take the lead, because people have become 
educated to ordering by mail to such an extent that they 
no longer hesitate, provided the advertised goods are proper- 
ly illustrated and described. 



^^e are glTliie aw&y Cold 
W at«h c«, J«CT«4j-r> »ad 

other ToJoable premium^ to 
those wh© help Ufl introduce 
cor remediea. Send aa your 
name and address and we will 
Riali yo« four borf« of Dr. Rip- 
ley'* CfHiipoimd Iron Pills; sell 
Uuin3 at 2^ cents & box and reinJt 
DB the SLOo received and we will 
promptly lt>rward you without 
extra expense or work. theluuKl- 
•omo ChatelAiao and 'Fendent 
ehown here, stmulatin^ a 99^ 
Amenraji mailc. and gnannteea 
for ten y*TirB. Thnr 1s -tb* 

bl^TB^tit offtT ev^T made and 
yoa will be delifchted. We 
are an old and reliable 
cnncom and will presen* 
81 000. IN CASH) 

tit miyojio wnp can pjijve 
t^at u'^dcijiotdu tui we say, 
tHir PiiiB arc (ro(«l wllera 
and we are anxlons to la> 

troducerthem tn fivery homo. 

ao matter what it c06ts na. 


w»itl«iT«n)RBi:iT la 8IXt 

» iK kx. bO UD tK)LI> LAID 


0-*lJW>'rH- BIDtg. AWBJUCAW 

CiaT*<.t tJiBB; eqoil Id ■»p*u«Mc« la 
A^TEF,IJ rs TlAa-^ W« ff1r« ft 
ABStiUTE'-V FBEE *o bvri 
»ivJ girls or anTr^ria MUlof SO 
ri«:*» or (Mjr».„^rud dMinu 
«ru-h. h rnj jour uli1r*iJi£il *• 

"Old »<-iu» us JiJ"*! kn>1 w» »ni 

POSITIVYLV SRKD »«« rb* watch 

!XA'TTT as DFPrRlllF.D by r«. 

TQ Qudl For qul<k »ork f* (U* 


batter TOO *ut ULDlZS'or QEIVTS tmULl.* 

Hpeciiueii No. 49. 

The Magnitude of Mail Trading. 

Few realize the enormous development of the standard 
mail order business, by which is meant the selling of house- 
hold and other goods that are a part of our every-day 
existence. From small beginnings such houses as Sears, Roe- 
buck & Co., Montgomery, Ward & Co., and John M. Smyth 
& Co., all of Chicago, have grown and expanded until each 



now does an annual business running into millions of dollars. Other large mail concerns every- 
where also do an enormous business, but Chicago is pre-eminently the greatest center on earth 
in this particular line. And as the free rural delivery system continues to expand opportunities 
for more and more mail order trading will add to the number of advertisers. 

The large mail order advertiser looks for steady trade, once he has made an initial sale. The 
idea that "a sucker is born every minute" and that one order from each is enough, is entirely wrong 
as regards big results, and any enterprise organized with that idea in view will assuredly be short 
lived. But of "schemes" more will be said later. 

Take the average Sears, Roebuck ad. for analysis, and it will be seen that a sewing machine, 
for example, is offered at a wonderfully low price, say $5 as in Specimen No. 50. Yet there 
is no fake about it. Of course you cannot expect to get a $75.00 Singer, but you are sure to get 
a bargain. How is it possible? Why, because this great concern controls the output of an entire 
sewing machine factory, and consequently it is able to sell at a wholesale rate direct to the con- 
sumer, and still ■ make a fair profit. 

Then jot down on the credit side of the ledger the profits on future sales, for the thousand- 
page catalog sent each buyer covers almost everything from garden seeds and stable equipments 
to household goods and portable houses. This company provides for every phase of life — from 
infancy to old age, including a suitable headstone when life's work is over. This getting down to 
hard pan in the matter of production and price puts the great mail order advertiser in touch with 
every part of the country, for variety and price-saving never grow stale and uninteresting. 

Where Failure Results. 

A certain Chicago advertiser a few years ago offered a salt and pepper shaker at 25 cents, and 
it certainly was more than the money's worth. Here is a pit-fall for the new mail order adver- 
tiser, who doesn't understand the principle. As a matter of fact it cost this concern more than it 
received for the goods, but it was good judgment to lose a few cents per order the first time, for 
the sake of getting thousands of satisfied buyers who would come again by ordering from a very 
complete silverware catalog. No easier way than this to prove that value is given. 

Indeed, there isn't much chance for low priced articles as advertising propositions, unless a 
more or less complete line of other things besides what is advertised is carried. 

Novelties alone, from ten cents up, cannot as a rule be made to pay the cost of advertising, 
say nothing of cost of goods or profit. The medical advertiser who offers his preparation by mail 
at a popular price and without the help of stores or agents, is a sure loser. The best method in 
this kind of advertising is to advertise free samples, and if properly done the replies will cost 
from twenty cents to forty cents each. The average will be not far from twenty-five cents. Now 
about one in five or six will order a "treatment" at say $3.00 each, and a little figuring will show 
the profit. If $5.00 is asked the percentage of buyers will naturally decrease, and it depends on 
the kind of medicine as to how much can be asked. To demand $3.00 for a liver treatment is 
absurd, when every drug store sells good liver pills for less than twenty cents. Neither would a 
cold cure be a proper selection, but a treatment of say three bottles of Rheumatism Cure at a 
dollar each in connection with a couple of bottles of oil or rheumatic liniment, the whole to sell 
at $5.00 and last a month, would seem reasonable, since this disorder is far more serious than any 
minor ailment. 

It may be set down as a fairly good rule that any proposition calling for less than $2.00 will 
not pay unless there is something else to secure future sales. 

A man recently sought my advice about putting several hundred dollars into advertising a 
25-cent game, which was not on sale at stores, and it didn't take long to show him how easy it 
would be to lose his money. Free samples bring more replies than any other form of advertising, 
yet they seldom average less than twenty-five cents, and generally more. 



Of course, a wonderful novelty might bring marvelous results, but regular merchandise will 
not. For those who wish to test a new thing at a small cost, the only way is to select a good 
representative publication and run an ad. measuring from seven to fourteen lines. A few dollars 
will tell the story. 

Keyed Advertisements. 

The mail order advertiser cannot afford to guess very much as to which publications do and 
do not pay. For this reason the keyed ad. is universally used. One method is to give a different 
street number to each paper if the business is in a small place, and it doesn't matter whether there 
are any street numbers or not. Another way, if located in a building known to the post office, is 
to give each ad. a different room or suite number. Every publication is therefore properly 
credited. Some advertisers put jokers in their ads. that are hardly noticeable even to the expert, 
but the direct methods just mentioned are good ones to follow. 

About Sample Copy Circulation. 

The postal authorities permit publishers to mail their publications at pound rates to as many 
names as there are paid subscribers. This is a good thing for the true mail order publisher, who 

is thereby enabled to make 
his paper pay his adver- 
tisers better than would 
be possible with a steady 
subscription list alone. 
When a solicitor tells you 
that his publication, if a 
mail order sheet, goes only 
to "paid subscribers" he 
shows lamentable ignor- 
ance. The sample copy 
value is realized by a little 
investigation. Say the 
publisher has a couple of 
columns of cheap jewelry 
advertising, the same of 
medical and so on. Now 
by renting several thous- 
and letters — answers to advertisers' ads. in various other publications, classified in accordance 
with requirements — it follows that more people will be interested than is otherwise possible. It 
isn't hard to understand that if 10,000 people have replied to jewelry and novelty ads. they must 
necessarily be in the market for such merchandise. 

The magazine or high class publisher cannot afford to mail such a large proportion of free 
copies, consequently it is more difficult for his publication to give this class of advertisers the best 
results. Moreover, most of the cheap mail ads. are not particularly desired except in the strict 
mail order papers, and only rural circulation is likely to return a profit. 

Selling Through Agents. 

Replies to a regular agent's ad., measuring from a few lines to an inch, generally cost about 
50c. each in good mail order papers. The circular letters and circulars sent in response should 
aim to sell several dollars' worth of goods at agents' prices. With a good salable line, a profitable 
business can eventually be built up. Many houses have thousands of local agents and make 


TRATED hcnen. have 
been wltfalr advartUed. 

HowpewinR machines caa 

be olltTfd at the-^e prices and wny we can aell 

the HIGHEST GRADE &ewtnc M&chtaca made 

In the world at roofh lower prices than »n7 

otber house 13 all fully exjjl.'tfned In our new big 

free Special Sewint Machine CatAlegue. Cut 

this advertlaemont out and Bend It to a? and yoo 

will I twelve, by retamTaatl. free, postpaid. 'our 

n€W W« trep Sewing Machine Catalogue, nhov. 

Ing the most fnmiilele a•^^o^tment of the high. 

eat grade Sewing Machines made In the world. 

all »hown ([1 larvB handsome halftone and col- 
ored llluhtnitioiia. fall descrliJtlon^ and all 
Ericed at prices moch lower than any other 
oujo can possibly makft. With the Big Free 
Catalogue yon wllf receive THE MOST ASTONISHINGLY LIBERAL 
Sewing Machine offer everheanl of, a ne^r and marvelous proposition. 
H')'-c ot'icrj can offer sewlag ina' hliies at efVOO to H.W and why we can 
Bell at much lower prices than all others will be fully explained. We 
will explaiQ why TC can ship your machine the day we receive vour 
nnjer. how wo make thefrplirhe ohnrtrp« su verv Inw (next (o nothlnei YOU 
GUARANTEE. tO-Tcar BIndlns Qualltv Guarantee, you will <et our very lat-st Sewlnji Mdohlne Offer. 
IN^TAI I lirMT PARTIAL PAYMENT PLAN EXPLAINED. Mow new p*>w!nt? n-chinf-^ ar- r^.hantrw! fof 
■".7 ' «l-tmtli If oldotrfs. RllfullvpToltiTneii when ynu write for Our Free SEWING MACHINE CATALOGUE. 
HAVE YOU ANY USE FOR ASEWING MACHINE? K yon have don't Call to cut tbla odverti.-ement out todaj and 
rnMltoii-L If yon can't usoaKewtnj; machine nC auT price, call j'our tieiphbrtr's attention to this mlvtTti.Lmant. 
Poti t hiiy any kinj of a sewin? mii hine at anv prl'-e. for cash, on time or on Initallments or dont trtule your old 
machine for a new one until vodnet our Ql« New Sewing Machine Catalogue FREE, with all our new ofleVa. vtitb 
cverythlntr explained. ALL FREE FOR THE. ASKING. We wMI tell von som,et.hin(r aW>nt eewing machines you 
oDiz-ht to Imow. WRITE TODAY, and be sure to mention this paper. DO IT NOW Address 


Specimen No. 50, 



fortunes annually, but the building up of this system means years of good work and up-to-date 
methods. Those who contemplate entering this field should answer practically all the ads. in 
mail order papers that are in the 

2,000 Watches 

To be given away 


A $50.00 


I«r you, or wo vill pa; you $50.00 Spot Cash to buy a SOLID 

GOLD Wutch from your own joweler, tf the watch wo send to every 
fereoo QQBWunng this advertifiemi^nt is not found exactly wLat wo fluim. 
We intend by our liberality to rapidly introduce the greatest remedy 
of th« ag«— to stlmalate tbe Appetite, resolate the 
bowels and beautify the complexion. We duo't want your. 
■loney. Only eend Bs your namo and I'ost Office addreea "and agree 
ki sell only 14 BoxeS of our Warvoloua Kemtdy nt 25 cts. a box. 
We will then Bond you the remedy by mail at once. When sold you eend 
ue Qnly f E.50 of OUT money acid we will send you ou»-«f oar haaci«. 
Bomely engraved caae stem wln<l and stenKset Americaa 
Borement watches and you cao Bond tie the oUier tl.OO of our monej 
■whea the watch reaches yon. Now Is your Chance to get ftflne 
watch wTthout upending a cent and you will never regret hftviog helped to 
iotroduca our Hemedy. Our Watch Is a dandy and one Qian 
said he would not take $100.00 for It* Here is an advertisement 
ttiat ia fair and sqnare, and, aa we said before, we will pay you 
Avo.oo In cash to bu^ a Solid Gold^Vatch from your own 
jeweler, if yoa find that the watch we send yon is not 
exactly what we claim. We seod b guarantee with every 
wotch. Wnte to-daj. 







proposed line. Get a thorough 
knowledge of what competitors 
are doing, and try to do as well in 
every way without copying. 

Agents' Letters. 

One very peculiar condition 
exists regarding medical agents — 
the straight agents' ad. seldom 
pays. Prospective agents, for some 
reason not well understood, prefer 
anything to medicines, which ac- 
counts for so few ads. calling for 
this class of workers. Some of 
the largest medicine houses do no 
periodical advertising at all, but 
secure agents by renting regular 
agents' letters and mailing their 
propositions direct. One New 
York company has over 50,000 
medical agents secured by circular- 
izing nearly a million names a 
year. The value of these letters 
varies, but if they are not more 
than a year old, from two to four 
per cent, secure agents. 

Agents' letters are usually 
bought by letter brokers, who ap- 
proach advertisers who have 
worked their replies to the limit and have nothing to lose by selling them. Good letters, which 
mean those not written in response to over-colored or alluring ads., bring from $15.00 to $25.00 
per thousand — sometimes more. The broker then rents the first copying at say $10.00 per 
thousand or as much more as he can get, after which several others pay $5.00 per thousand. 
Frequent copying naturally reduces the value, until the letters are not worth the postage to adver- 
tisers. The final renting is generally to mail order publishers for sample copy circulation at a 
dollar a thousand, as they are still good for this purpose. 

The vital principle is this: people who reply to an ad. thus prove that they are interested, 
and therefore their letters are guarantees of good faith, so to speak, that they will consider similar 
propositions from others. No skillful advertiser would ever spend even postage on a "mailing 
list," since only the original letter affords any safety from bogus names, old dates, etc. 

As to any particular lines being benefited by this letter system little can be assured in ad- 
vance. Most brokers will rent a trial lot of a thousand or more to give the advertiser a quick 
test, and this is a good plan to follow. 

In the experimental stages, it may be well to see just what a dozen or more agents can do for 
a given line. It is all right to send out 100,000 pieces of printed matter when probable results 
are not entirely a gamble. I have often been asked the question as to whether it would pay the 





No hamfiugglng, only absolute honest deqKngs 
Specimen No. 51. 


medical house to rent letters replying to an ad. calling for silverware agents, and vice versa. Yes, 
because the replies merely indicate a desire for employment, but it certainly wouldn't pay to send 
out medical offers for mere treatment, except to the sufferers who had answered some medical 
ad. of a similar nature. 

Letters can usually be procured for any class of business, and a closing word of caution will 
be appreciated. How can one be sure that the broker will tell the truth about his letters, as to 
age, number of times copied, etc.? The sure way is to have some one answer all ads. you are 
interested in, applying the key system to each. Thus, direct the Hill ad. to send to 12 Main St., 
the Jones ad. to 13 Main St., etc. Keep a record, so that if you ever receive another circular 
addressed to 12 Main St., you will know that this new comer copied Hill's letters, and by posting 
up every unsolicited proposition no letter broker can deceive you, although deception of this kind 
is not the rule. 

Fake Schemes. 

Specimen No. 5 i is a specimen of the fake ad., which is craftily worded to keep within the 
law, while pretending to give free a solid gold watch. This deception is accomplished by the large 
display of the word "Free," a "I50.00 Gold Watch," etc. As a matter of fact the real offer of 
"2000 Free Watches" is for a very ordinary article, worth probably 50c. at most, but the 
unsophisticated reader doesn't tumble to the fact that the real gold watch is only given free when 
it can be proven that the advertiser fails to send the watch exactly as claimed. The juggling of 
words and hiding the real offer until well down in the text matter is an old trick, but the postal 
authorities are making it harder and harder for such people to keep out of trouble. This kind 
of deceptive advertising hurts other lines honestly conducted, and if the government would go a 
step farther and investigate say a hundred who have sent money to such houses and rule them out 
of the mails when exposed by their dupes, the last vestige of the evil would disappear. 

In contrast is Specimen No. 49, showing two watch ads., which do as agreed, although some- 
what highly colored. These watches are gold plated and cost from 50c. to 90c. each. The first 
ad. of course could not pay over 50c. 

Literature Needed. 

Of course good booklets, catalogs and circular letters are needed for following up replies to 
ads. Have them as good as any sent out by competitors — better if possible. One potent reason 
for the failure of so many who enter the mail order field is due to the fact that beginners fail to 
appreciate the importance of appearance. They want to limit expense in every possible way, and 
consequently their literature Is a sorry apology in comparison with what is sent out by their com- 
petitors. While it is not absolutely necessary to print a 36-page booklet simply because some 
other advertiser does, yet to substitute a small four-page circular improperly prepared and illus- 
trated is to invite defeat at the start and prevent getting a proper tab on possibilities. 

Limit the periodical advertising at first, but make the literature strong. Have as much show- 
as possible, and don't stint the illustrative effects. If testimonials are used, don't pack them in 
like shot, thinking people will read them and call for more. Better have four good ones, each 
occupying a page, with special designs. With study and a determination to make a big show 
for the money, coupled with the realization that you musn't look like thirty cents in comparison 
with your competitors — whose literature will doubtless be sent for as well as your own — success 
may reasonably be looked for. 

The Limit of Space. 

In mail order, as in general, advertising, the limit of space possibilities can only be determined 
by some experiment. Agents' Wanted ads. are seldom profitable in more than a few inches, and 
one or two inches will bring replies at the least cost. Some wonderfully new scheme, however, 
might stand half a page, but general experience is against this lavish spread. 

Medical Advertising 

Unsurpassed as a Money Maker, Increasing Consumption of 
Remedies, Selection of Line, How to Introduce Locally, Notable 
Success on $300 Test, Value of Testimonials, Agents, Distribution 
:: :: of Samples, Scare vs. Proof, Mail Orders, Etc. :: :: 




Rightly undertaken, the proprietary remedy business is one of the biggest gold mines 
imaginable. The successful promoter should really combine two antagonistic qualities— ability to 
carefully analyze conditions, formulate original plans and remain inactive until the campaign is in 
shape to move, and also possess the nerve to plunge at the right time to the very limit. 

Few men are adapted to medical management and advertising. Imagine the slow, plodding 
analyst, as careful as the great chess or checker player— poring over each little detail and searching 
out a dozen or more moves ahead without once losing sight of every attending consequence. 
Then imagine this personification of extreme caution suddenly rousing himself from his lethargy 
and apparently throwing vigilance to the winds in his lavish expenditure for advertising. 

While, to a certain extent, all really great business men combine in a way these essential 
qualities, yet the medical business calls for them to the very limit. There are so many discourage- 
ments and uncertainties that costly errors are likely to result, and if the advertiser is not absolutely 
sure of his ground he will most likely swerve from his plans, and, as is so often the case, go to 
pieces and quit a big loser. 

Some notable medical successes have been achieved only after fortunes were spent in adver- 
tising, but this brute force can hardly be accepted as the real, vital principle or necessity. Rather, 
let us say that great capital, beyond what is needed to round the first turn, is unnecessary save as 
a substantial commercial rating in Dun or Bradstreet gives both jobber and retailer plenty of con- 
fidence, thereby enabling the manufacturer to sell big bills of goods during the introductory boom. 
How much does it take to make a medicine business a success ? Thousands ask this question 
every year, and when it is realized that the largest drug jobbers are importuned by more than two 
hundred new medical promoters every week to carry their preparations, there will be little surprise 
that failures are so numerous and that the stigma against the patent medicine business is so 
pronounced that men of money are afraid to invest in it. Neither should there be surprise that 
not one new medicine in a thousand wins. 

I shall not attempt to discuss the wonderful propensities of the American people — especially 
the women — for taking "patents," but it may be well to impress the fact that statistics prove that 
the habit is gaining rather than losing ground. It is evident, therefore, that there is field enough — 
plenty of consumers — if they can only be reached by the right advertising. 

The first important factor is the selection of the right kind of remedy or remedies, and on 
this depends largely the capital required. Several years ago a well-known advertising expert con- 
sulted me as to the chances of a very meretricious laxative he was about organizing a company to 
promote. Would $10,000 turn the trick ? My reply was that it ought to take nearer 1 100,000, 
and he couldn't understand why. This man was like almost every other advertising specialist who 
is absolutely at sea regarding medical work, which is a science in itself — a science that ruthlessly 
ignores those artistic ads. that sell almost any other product, but which fall flat in inducing the 
sufferer to take the latest " discovery." 

The difficulties about a laxative are numerous; first, the druggist can make more money sell- 
ing his own preparation; second, almost any cathartic does the work perfectly, hence the 
disinclination of people to give up an old friend for something new ; third, the absence of actual suf- 
fering and alarm as to the possibility of becoming a hopeless cripple or risking loss of life, combine 





Intense Interest is Centered on 
Friday, the 13tli. 




Will Cure Rheunia= 

tism in every Con= 

ceivable Form. 

500O Bottles of his World Renowned 

Rhenmatism Cure will be Presented 

Free to all Sufferers. 

Word has been received in this city that 
the celebrated Dr. Frost is coming to Bridge- 
port this week and will give our rheumatic 
citizens immunity from the dread disease, as 
he has in New Haven, Hartford and other 
New England cities this fall. 

Dr. Frost's miracles, for such they appear 
to be, are almost countless, as well as 
astounding. In Providence he cured Row- 
land Alford who had lain in bed nineteen 
months from chronic rheumatism, and had 
been declared incurable by the Rhode Island 
Hospital and nine city doctors. 

The grand test in this city will take place 
on Friday the 13th inst., at the office of the 
Evening Standard when 5000 bottles of Dr. 
Frost's Rheumatism Cure will be handed 
free to every sufferer who applies. 

The crowds that follow the doctor have 
been phenomenal. 

Specimen No. 52. 






Tlie Celebrated Physician to 

Give Away in this City 5000 

Bottles Absolntely Free 

to AIL 


Friday, Nov. 13th, the Day 

The lame and crippled of Bridgeport are 
awaiting with feverish interest the advent of 
Dr. Frost, the famous physician, whose 
world renowned cure for rheumatism is hailed 
in both this country and Europe as the only 
true specific for this awful disease, in all 
forms, including sciatica, lumbago and gout. 

Our citizens have heard of the scores of 
miracles that Doctor Frost's Rheumatism 
Cure has performed in New Haven and 
Hartford and it is safe to predict that the 
largest crowd known in many years will 
assemble at the office of the Bridgeport 
Evening Standard on Friday of this week, 
when by Dr. Frost's Philanthropy, the 5000 
bottles will be given away. 

According to the New England news- 
papers, the medical profession say that Dr. 
Frost has discovered a secret that surpasses 
the best efforts of Pasteur or Koch. They 
await the test in this city with interest. 
Specimen No. 53. 

Begins To-Day! 

The Grand Test Distribation 

of Dr. Frost's Famons 

Rhenmatism Cnre. 


The Lame And Crippled Will 

Be Started On The Road 

To Complete And Rapid 


The Most Marvelous Discovery of 

The Age To Be Given Out 

Absolntely Free To All 

Who Call. 

"Incurables," Specially Invited. 

The grand distribution of Dr. Frost's 
Rheumatism cure to the maimed and crippled 
of this city, takes place to-day, at the office 
of the Springfield Union to-day. 

There is no reserve in this great gift, no 
condition or trick. Dr. Frost proposes to 
prove to our citizens that he has an absolute 
cure for Rheumatism, including Sciatica, 
Lumbago and Gout in every form, and to 
that end will present all who call to-day, a 
free bottle that will cure any recent case in 
from one to two days, and the most stubborn 
one in a few weeks. 

Throughout New England and the East 
the famous physician's remedies have almost 
wholly superceded all other systems of 

If you have been called "incurable" don't 
fail to get a free bottle — a new life is open 
to you. 

After to-day no more free bottles are to 
be had, but the specifics can be obtained of 
all live druggists, at 25 cents a bottle. 

If you are in doubt as to your disease 
write freely to Dr. Frost, Phoenix Building, 
Springfield, Mass., and your case will be 
thoroughly diagnosed free of all charge, and 
you will be told what to do, so you can go 
to your druggist, and thus save doctor fees. 

Specimen No. 54. 



Bridg:eport with his Marvel= 
ous Rheumatism Cure. 

Free Distribution Ends in Success. 

Reports from sufferers coming in indicate an over= 
whelming Victory against Disease. 


Dr. Frost's Crusade against Rheumatism 
and disease generally in Bridgeport has begun 
in earnest, and the result of his free distribu- 
tion of several thousand bottles, will soon be 
known as reporters are busy canvassing 
among those who have used the remedy. 

Not a single sample was leftover and many 
were glad to purchase the regular size bottles 
at drug stores. No better evidence can be 
offered in support of the claims made for 
Frost's superiority than this. Sufferers who 
had read and heard about the restoration of 
Rowland Alford, of Providence, from the 
grave, felt at last that a sure cure for rheuma- 
tism had been discovered, and there appears 
to be scarcely a neighborhood in the city 
where these little pellets have not worked 
wonders within the past few days. 


Dr. Frost gnarantees to cure rheumatism 
in any form. If, after using a few bottles of 
Frost's Rheumatism Cure (25 cents at all 
druggists), improvement does not begin, 
write the facts of the case and a special 
treatment will be sent. If it fails your money 
will be returned cheerfully. Frost abso- 
lutely cures over 95 per cent, of all known 

Personal letters to Dr. Frost, Fuller block, 
Springfield, Mass., will receive attention and 
not a cent asked. 

All druggists sell Frost's Remedies — one 
for each disease — at 25c a bottle mostly. 
Trade supplied by all drug jobbers. Local 
druggists supplied by F. S. Stevens & Co., 
315 Main St. 

Specimen No. 55. 


to make the introduction about 
as risky a proposition as could 
be devised. Once successful- 
ly introduced, however, the 
liver pill or laxative is a money 
maker because so much is 
taken. Its quick success 
though is practically out of 
the question. 

I remember a circum- 
stance of several years ago 
that will serve to show the 
public indifference as to a new 
laxative. A skillful advertiser 
of this kind of medicine had 
run a page ad. in the New 
York Sunday Journal, offer- 
ing free samples. The display 
was strong and the text about 
as good as could be expected, 
so no criticism was really in 

Some talk had been in- 
dulged in as to the pulling 
power of such broadside ad- 
vertising, and a well-known 
advertising solicitor volun- 

teered that this particular 
effort must have secured at least two thousand requests for free samples. I suggested that two 
hundred would be nearer my idea, and I was but little suprised to learn that less than a hundred 
had taken advantage of the offer. 

This will show how little interest there is about a remedy intended only for a disorder that 
is not associated with pain or real suffering. The selling effect of the page ad. in question 
naturally could not be measured wholly by the number of people who directly answered it, for the 
druggists everywhere carry the remedy, but it only goes to show what the new advertiser would be 
up against were he to attempt to get out samples for trial, and not have the co-operation of the 
trade in supplying the store demand. 

How to Introduce Locally. 

Several years ago I planned a campaign for a homeopathic remedy business, including adver- 
tising, salesmanship, etc., with only $500.00 for trial purposes, and never before or since has there 
been such an instantaneous and marvelous success. A city of some 150,000 population was 
selected because it contained three drug jobbers, who would promptly supply the retail stores, and 
because $500.00 in the two leading daily papers would go just as far as $4000.00 or $5000.00 in 
New York City. 

I doubt if any experienced proprietary remedy man in the country would have admitted in 
advance that a campaign with such a beggarly pittance for capital could possibly win. Surely the 
whole thing seemed preposterous — to any one who had not gained a certain insight. The first ad. 
appeared on Sunday, Sept. 6, 1896, and occupied 350 lines, This was a general announcement 




Sufferers Testify For The Celebrated 



Your Neighbors Gladly Tell the Whole World the 

Truth about the Most Wonderful Remedies 

Known to Science. 

Lowell is most profoundly grateful for the 
vast amount of relief she has experienced 
within the past few weeks from Dr. Frost's 
Famous Remedies. There is not a street in 
the city where the benefits of the marvelous 
specifics have not been felt. 

1610 sufferers from rheumatism have rela- 
ted in eloquent terms the great good Dr. 
Frost's Rheumatism Cure has done them. 
You cannot ignore the words of your friends 
and neighbors. Talk with them and then 
hand your druggist twenty-five cents for a 
Frost preparation suited to your disease. 
He will aho give you a Frost book telling 
you how to get well the quick way. 

Have local testimonials follow here. Di- 
vide single column matter into two even 
columns, taking such space as necessary. 

Ijocal testimonials go in blank spaces in 
this and next cols. See copy attached. Set 
testimonials in Nonpareil or Minion and sub 
heads in Brevier Gothic. 

No matter how long you have suffered or liow 
many doctors have faiied, Dr. Frost's remedit-s 
will cure you. Ask your druggist about their 
unprecedented record* and tiand him '250 for a 
buttle suited to your disease; also ask him ftira 
Frost Book telling how to get well quick. 

FROST'S CATARRH CUK?; will cure any form 
of catarrh. 25c. Use Frost's Balsam Spray in con- 
iiL-cIion, 50c. 

FROST'S COUGH CURE cures acute or chronic 
cough, hoarseness, etc., 25c. 

FRO.ST'S liYSFEfSlA CURE works wonders, 
gi\os you a new stomach; cures indigestion, loss 
of R|>i>L'iite. dizziness, etc.. 25c. 

FROST'S FEVER CURE should be at hand 
at all iiours. At first approacti of fevers, 
especially in children, avoid danger by its prompt 
use. '^fic. 

I''i:( isT'S HEADACHE CURE does not interfere 
wiih the heart's action. Cures sick and nervous 
lieuilaehes. hcadaelies from the use of liquors 
and chronic headache. 25c. 

FROST'S LIVER CURE banishes shallow com- 
plexion, jaundice and liver complaints gen- 
crallv. '2.'»c. 

FKu.ST'S KIDNEY CURE cures when all other 
svstems liave failed. 25c. 

calms the nervous svstem and iiraccs up the 
patient; no nerve roiiic cpials it. 'J5e, 

FROST'S NO-LA-GRIPPE cures colds and grip 
and prevents pneumonia. At this time of the 
year your life may depend ou having it handv, 

the worlcl over. It is t lie "miracle worker " and 
has astonished thousands. 25c. 

If you arc in duulil as to your disease write 
freely to Dr. Fro.^^l. Pluenix Building, Springfield. 
Mass.. and your ease will he correctly dia.;iiosed 
free of charge, and you will he told* what to do, 
so you can go to your druggist and thus save 
doctors' fees. 

and free sample offer, which 
resulted in about two hundred 
people calling at one of the 
newspaper offices, where the 
public distribution took place 
on the following Monday. 
The name and address of 
each caller was taken and 
three or four days later a 
young man at $8.00 per week 
called at the homes to ascer- 
tain results and secure testi- 
monials and photographs, 
which was no trick at all. 
Although thirty-eight reme- 
dies in pellet form were sold 
and described in a 16-page 
booklet which was distributed 
at the doors a few days after 
the advertising had begun 
to wake up the city, yet only 
the Rheumatism cure was 
sampled and boomed, because 
it is fatal to attempt the ex- 
ploitation of more than one 
thing at a time. The repu- 
tation of curing hopeless crip- 
ples is sufficient to also sell 
the other remedies. The 
first ad. I do not reproduce 
because I afterwards discov- 
ered that about the spme 
space divided into three sep- 
arate ads., and appearing two 
days before and on the day of 
distribution would get out 
about three times as many 
samples and create far greater 
interest. Specimens Nos. 
52, 53 and 54 are the ones 
finally used for first ads. in 
all new places. 

The advertising schedule 
followed was as follows in the 
leading paper: 
Sept. 6 . . . 350 lines. 

Specimen No. 56. 

8 . . 


10 . . 

• 144 

13 • • 





Banished by the Great Physician. 

Mrs. Eliiabeth Robertson, at the Home 
for Aged Couples, corner of Walnut Av. 
and Seaver St., Roxbuty, Boston, Mass., 
says : — 

" For over seven years I have been 
troubled with pains and stiffness in my 
right tliigh and knee. After 1 had been 
sitting down for a while I could not walk, 
my leg would not hold me. For years I 
could not stoop down at all, or walk up- 
stairs without the aid of the balusters. 


" At times pains would dart into my 
shovdder like sword thrusts, and it seemed 
as if I could not endure them. I have tried 
numerous patent remedies without relief. 
I secured a sample bottle of Dr. Frost's 
Klieum.-itism Cure, and, before all of it was 
taken, I was greatly relieved. I can now 
go up and down stairs easily, and feel more 
active than I have for years.". 

Ask your druggist for Frost's Remedies, 
25c. a bottle mostly, and accept no substi- 
tute. No matter how many doctors have 
failed. Dr. Frosf has a specific that will cure. 

At Dr. Frost's offices, Pho2ni.\ liuilcling, 
Springfield, Mass., a corps of the world's 
greatest specialists will thoroughly diagnose 
your case absolutely free of charge. 

Specimen No. 57 

Given New Life By Dr. Frost's Fam- 
ous Remedies. 

Mrs. A. E. Ball, in Church St., Middle- 
town, Conn., says : — 

" My little daughter, Bessie, twelve years 
old, has been a terrible sufferer from rheu- 
matism every winter for four years. This 
necessitated confinement, which was telling 
on her general health, and we feared she 
would not live long. The pains started as 
usual with the first cold weather. We tried 
doctors without relief. I then secured a 
bottle of Dr. Frost's Rheumatism Cure, 
and before half of it was taken, the little" 
girl was able to run about and play. The 
swelling has entirely left her joints and she 
acts like a different child. I earnestly 
recommend Dr. Frost's Rheumatism Cure 
to all sufferers. I think it was a godsend 
to my daughter." 


Ask your druggist for Dr. Frost's Reme- 
dies, 25c. a' bottle, generally. Separate 
remedy for all diseases. 

At Dr. Frost's offices. Phoenix Building, 
Springfield, Mass., your disease will be posi- 
tively cured by the greatest living special- 
ists. If you cannot call for free exatnination, 
write freely. 

Specimen No. 58. 

Haverhill, Mass., Medical Circles As- 
tonished at a Home Miracle. 

Mr. Geo. W, Hall, 140 Main St., Haver- 
hill, Mass., a G. A. R. member, and well 
known throughout New England, says : 

" For thirty-two years I have endured the 
awful agonies of rheumatism, contracted in 
the army. Seven times I have had rheu- 
matic fever. There has been a sore spot 
constantly on my knee as big'as a silver dol- 
lar, and I have only been able lo get around 
by casing the knee in a rubber cap. 

GliO. W. HALL. 

" If anything touched my knee I would 
scream. Hundreds of dollars went to doc- 
tors without, relief, and I lunr; since aban- 
doned hope. Hearing how Dr. Frost's 
Rheumatism Cure rescued Rowland Alford 
of Providence, R. I., from the grave, I be- 
gan to use the remedy myself, and to-day I 
am as well as I was forty years ago — pains, 
swelling, and band.iges have all gone. Dr. 
Frost's Remedies are wonderful, and my re- 
covery is almost a miracle." 

At Dr. Frost's offices, -Phoenix Building,' 
Springfield, Mass., the greatest living medi- 
cal specialists will examine your case, either 
in |)erson or by mail, and give cofnplete 
medical advice without charge. 

Specimen No. 59. 


15 . . 

• 350I 


Sept. 23 


17 . . 

. I 12 


" 24 


20 . 

• 756 


cc 27 



. 60 


" 29 



. 80 


49 lines. 

344 " 

428 " 

91 " 

The other daily had practically the same copy on the days it didn't appear in the leader, save 
that the 756 line ad. appeared in the latter only. In three weeks the net sales were over 1 1700.00 
at an advertising expense of a trifle less than $400.00. The city was won, and the largest retailers will- 
ingly testified that they had never before had such a big demand for any one concern's preparations. 

While waiting for the samples to produce testimonials, 
the smaller ads. were run to keep up interest. One ad. at a •^' 
time was inserted in the name of the jobbers as a sort of 

announcement that each had finally succeeded in securing a I .^^Hlj/iav— -■ 

stock of the famous remedies sufficiently large to promptly J ^M^tHl^"^^ KHEUMATIC J 
supply the retail trade. Of course, this was only to influence j \^M,%::;i.^B.QQ[iy^..Qp, \ 
the consumer, as the trade knew perfectly well that they could L.^!^.H^H:"iL».*.».Li!*li.^^,.l 
get all they wanted of their wholesaler. Specimen No. 60. 

If In doubt Hi lo your 
lilsf*"*. »rltf frfelj to 
Dr Siclft. Monsdnoek 
Building, Ohloeo. .No 
chsrse for complete ei- 



rree DistribatioD 

100,000 Bottle s of the Famoas Rbeomatic Care. 

Dr. Swift's Wonderful Record of 75,000 Cures. Hopeless 
Cripples, Doctors, Nurses and Hospitals Testify. 


New Hethods That Revolutionize fledical Practice. Send for Free Bottle Before Too 
Late — ^Ttie Cure is Certain and Quick. 

The free distribution of bottles of Dr. 
Swifts famous Rheumatic and Gout Cure is restoriog 
thousands in every State. 

Over 75.OO0 absolute cures have already been 
recorded, and new evidence multiplies daily. Bed- 
ridden sufferers are being restored to new life and 
activity, and twisted, swollen limbs are giviog way 
to perfect health. 

Ever)' form of rheumatism and gout is mastered — 
muscular, sciatic inflammatory, gouty — and neural- 
gia in any part of the body 

No matter how long you have suffered, no matter 
how many physicians have declared you incurable. 
Dr. Swift will cure you, if a cure is possible. 

His marvelous nsw discovery leaves no phase of 
rheumatism uncured, and it is made so pleasant by 
scientific blendmg that it does not upset the most 
delicate stomach — does not fill the system with debili- 
tating drugs. 

The sale after free bottles are sent is marvelous. " 
One bottle to Hecla, Mont-, only 200 population, sold 
thirty. The sale in New York and Chicago is piling 
up at rate of 60.000 bottles annually. 

H M Webster. Maquoketa, Is., &ay9; "I began takiag Dr. 
Swift's Rheumatic and Gout Cure this morning, and was sar- 
pris^d at the improvement after only three doses. It was 

Cha& E Sindorf.aai Painter street. Greensburg, Pa., writes: 
" I got Immedwte relief from ibe free bottle alter all other 
treatments luid failed." 

Dr. T. N. Watts, Alma, lian , writes 'I bad the opnortuc- 
ity to witness the effect of Dr. Swift's Rheumatic and (.out 
Cure in a bad case of rheumatism, and it was very efficient I 
have on hand a tiad case of inflammatory rheumatism which 
the usual remedies fail to subdue. Please send me j tKiitlee. " 

H, K Hall, Bloomingdale. N J . writes : - Every sufferer I 
have sold Dr Swift's Rheumatic and Gout Cure to is geltiog 
well, I have sold other rheumatic remedies, but Dr Swift^ 
Is the only one that really cures. Send me aDother dozen as 
soon as possible." 

These are but sample cases of hundreds constantly 
coming in chiefly from the use of the free bottles alone. 
Manyare completely cured in a few days. Thousands 
are writing their friends, urging them to send before 
too late. 

By thiS' free distribution Dr. Swift will derponstrate 
that he has discovered an absolute cure for the worst 
cases of rheumatism, which are to-dav baffling doctors 
and hospitals alike. These free bottles contain full 25 
dQs,es instead of the two or three do^es sent out by 
imitators, and will be mailed free on requesL 

Address DR. A. B. SWIFT, 

150 Temple Court, IVew York. 

Publisher's Note— Dr. Swift's free offer Is gen- 
uine, and we advise our subscribers to accept it. 
None will be disappointed. 

Specimen No. 61 (Original size, 9^ x T/s or 416 lines). 

Specimen No. 55 appeared on the Wednesday following the Monday free distribution, and 
occupied 144 lines. Specimen No. 56 originally took about 175 lines double column, although 
its actual size in any place depended on how many good testimonials could be procured early. 
When these important trade bringers with photographs were ready they formed the keynote of 
every new ad. 

Of course, every boom must come to a close, after which smaller ads. must rule. Specimens 
Nos. 57, 58 and 59 are from a series of a dozen or more, and they appeared e. o. d. for the next 
few months. The net sales the month following were about I500.00 at an advertising expense of 
about I200.00, which proved that the trade had not been overstocked, and this average continued 
with more or less regularity thereafter. Other places, too, responded with about the same results 
as the first one, and the only handicap was a lack of proper rating with mercantile agencies, there- 
by preventing in many instances the sale of unusually large bills of goods. 

An important fact right here : the retail druggist is an enemy until he has been obliged to 
stock up your goods to supply the demand, and until this is large enough to warrant, he will not 
buy, but, instead, will try to sell the nearest thing in stock. As a matter of fact every druggist 
has been stuck at one time or another with a few bottles of various remedies that didn't sell, and 
he would not be human if he didn't try and get them off his hands, and at the same time oppose 
the introduction of new remedies. The druggist can explain why he doesn't carry a given 
medicine — to a limited demand. He dare not, however, continue these tactics in face of a 
large call. 



The Value of Testimonials. 

A free sample proposition locally made can be about as 
strong without testimonials as with, but the hammering effect 
of large ads. will be badly weakened unless testimonials of local 
people, with a fair number of photos, are incorporated. Good, 
strong scare head display, plus good testimonials will alone 
sell medicines, and in small ads. very little text matter need be 
employed. Even a fake testimonial may be better than none. 

One A^ent in a Place. 

More small druggists have been stocked up by this plan 
than through all others combined. The representative of a 
medical firm calls and agrees to appoint druggist Smith as sole 
agent for Jones' Dyspepsia Cure in Podunk, and to put his 
name at bottom of every ad. in the local weekly — say a three 
to six inch space. All that is required is an order for the rem- 
edy amounting to $15 to I25, or more, as the case may be. 
The advertising will usually cost from $5 to $12 in a weekly 
of 1000 circulation, and thus the medicine manufacturer has a 
sure thing, and the druggist — generally his stock of goods at 
the end of the year, with additional wonderment as to why the 
medicine doesn't sell. 

The trouble is twofold: first, local weekly paper advertis- 
ing seldom succeeds in introducing free samples, and home 
testimonials are rarely or never found : second, limited circula- 
tion makes the rate too often prohibitive. For example, if a 
three inch, or 42-line ad. in a country weekly costs say $10 
a year for 52 insertions, on a one-thousand circulation basis, 
and a daily paper of 40,000 circulation charges say five cents 
a line or $109.20 for 52 insertions, it follows that the weekly 
paper is nearly four times as expensive. 

If a town does not support a daily the best results will be 
display ads., coupled with a thorough distribution of literature 


Distribution of 100,000 
Bottles of the 




Read What Sufferers Say, Then Send 

for a Free Bottle Before the Dis= 

tribution Closes. 

The free distribution of 100,000 bottles ot Dr. 
Swift's Famous Rlieunmtic and Gout Cure is 
worltiug miracles everywhere. 

No form of rheumatism can lone withstand the 
great i>owers of the specific which is astonishing 
doctors and patients. 

No matter liow long you have suffered, Dr. Swift 
will cure you if a cure is possible. 

T. M. Browning, Palestine, 111., writes: "Dr. 
Suiffs Rheumatic and Gout Cure has cured me and 
1 luu a walking ndvertisement for your treatment. 
I want to act as ugeiit for this wonderful cnie." 

A. Hnck. Victor, 111., writes: "Three large bottles 
of Dr. Swift's Kheumatic and Gout Cure, cured me 
of muscular rheumatism which aftiicted me for 
years. I gladly recommend it to my friends, and 
we all consider it ' God's blessint'.' " 

These are but sample cases of hundreds constant- 
ly coming in Irom all parts of the ccmntry. In 
many cases complete cures are obtained in a few 
days, and the best )>roof of the superiority of lir. 
Sw'iffs Rheumatic and Gout Cure over all others 
Is the fact that those who have received free bot- 
tles are writing their friends, urging them to send 
before loo late. , , 

Hv this distribution Dr. Swift will demonstrate 
to a' certainty that he has discovered an absolute 
cure for the worst cases of rheumatism which are 
todav baffling doctors and hospitals alike. If you 
Wiint'a book of testimonials, it will be mailed on 
recinest; but don't fail to write at once for one of 
the free bottles. Tbev contain full twenty-five, instead of the usual three or four doses sent 
out tjv imitators, and will be mailed free upon 
request by mentioni.ig Cheerful M(mients. 

Address Dr. Swift, 118 Swift Building, New \ork. 

RKGULAR PRICES-81.00 a bottle ; three bottles 
$2.60—11 month's treatment. Guaranteed to cure or 
money refunded. 

AGENTS WANTED in every town. 

Specimen No. 62. 

from local reading notices and small 
to the houses, and this seldom fails. 

Distribution of Samples. 

The best method is to give out samples from a newspaper office. This secures a sort of en- 
dorsement and avoids local jealousy among druggists. Places large enough to support dailies 
will give better results through a general selling in all drug stores than by the appointment of one 
agent. Samples of medicine should never be left on door steps, as it shakes confidence and is 
wasteful. It is estimated that nearly one in ten suffers from rheumatism and that even a greater 
percentage have kidney and kindred ailments, which at best means that indiscriminate sampling 
is wasteful and not likely to create a proper trial. 

And no matter how efficacious, the local testimonial is all-important, hence the necessity of 
taking the names and addresses from the place of distribution. 

Store Hangers, Cards and Window Display. 

While the boom is on, window displays are useful, which may be arranged for as a rule with- 
out cost. The enterprising druggist usually realizes that it is to his advantage to strike while the 
iron is hot, and that a window tastefully arranged draws trade. Certain folding box manufacturers 


make giant size cartons for this purpose, notably the National Folding Box Co., New Haven, Ct., 
and Robert Gair, Brooklyn. Signs and Novelties are made by the Meek & Beach Co., Coshocton, 
O., and the leading drug trade publications advertise other manufacturers. 

The most successful proprietary houses, however, rely chiefly on newspaper advertising, and 
do not spend much for a lavish display of hangers or novelties. 

Scare vs. Proof in Advertisements. 

One way is to write medical copy so that people will imagine they have some disorder that 
the advertised remedy cures ; the other way is to appeal to those who realize their trouble. 

Kidney remedies usually find the mention of symptoms a stimulant to sales, because so many 
have reason to be frightened at the very mention of this dread disease. 

Then, too, it is harder to diagnose it than the case of rheumatism. "Spots before the eyes" 
do accompany certain dangerous kidney troubles, and yet this symptom may be due to some other 
minor trouble, and the advertised remedy will do no harm if no good. But there is no mistaking 
rheumatism, which renders the symptom scare unnecessary. 

No matter what the remedy may be, however, the cheery ad. that looks mostly on the bright 
side of life and gives a variety of testimonials to prove the worth of the "great discovery " will sell 
the most goods. When I point out that the Frost campaign I prepared was in accordance with 
this idea of new health for everybody, it will be seen that a popular chord was struck to produce 
such immediate results. In one city of 100,000 population, one retailer sold over 2000 bottles 
within the first sixty days. 

I should have added before, that every person who suffers from " darting, shooting pains " is 
likely to be attracted by display lines that bring back the realization of his or her agony, and that 
a sale is likely to result from sensible text and neighbor's testimony, and in connection I want to 
say that there never was a greater error than the supposition that a good medical testimonial must 
be bought. 

Our nature praises the things that add to the sum of human joy, and under proper guidance 
we will say a good word for even a patent medicine that makes us glad we are alive. Do not 
forget that whether good or bad, a remedy is a wonderful discovery or a base fake according to 
its effect on the individual. I once knew of a state legislator who thought he was helped by plain 
sugar pills, although he thought it real medicine. A good remedy was merely trying to win the 
greatest number of cures and its manufacturers got up a "side show" in shape of an alleged cure 
by a supposed competitor, simply to publish an ad. showing the record. Over fifty took the plain 
pills and thought they were benefited. I do not, of course, approve of such measures, but the 
startling facts just recited show possibilities. No lasting, permanent good can result from a 
worthless remedy. 

Selling by Mail. 

The same general conditions that make a remedy successful locally, also apply in mail order 
advertising; viz, free distribution of samples, and testimonials. 

You must get out samples, and have a remedy good enough to secure at least one treatment 
order in five, where from $2 to $5 is required from each. 

Inquiries should not cost over 50 cents each even on a ^5 proposition, because repeat orders 
are practically out of the question, and until a remedy has been advertised in mail order papers for 
a long time, it will not be likely to get into drug stores, and thus the selling qualities of any ad. 
must be judged solely by the number of inquiries or samples requested. 

Specimen 61 brought in one paper over 600 answers at a cost of about f 100 and the average 
in all papers was at about 25 cents per inquiry. No. 62, also a mail order ad,, cost about the 
same per inquiry, which shows that it pays to run space to the limit to secure as many sample 


requests as possible. In the beginning, nothing larger than No. 62 is advisable, and on the other 
hand a smaller ad. is not likely to fully prove possibilities. If this prominently displayed FREE 
effort fails to secure inquiries in any medium it is certain that the publication is a poor proposition. 
Specimen No. 60 is given to show a catchy effect, and to supply an example of what to avoid 
in mail order advertising. It would answer fairly well in a local weekly as a sort of aid to the 
druggist, but it would be a failure as an inducer of inquiries. Even the pleasing design if enlarged 
to double column size would be vastly inferior, space for space, to a type ad. like No. 56, etc. 

Securing Agents by Circular. 

As I have said, direct advertising for medical agents is generally too costly to be profitable, 
and this makes the rental of other advertisers' letters of inquiry the chief reliance. By mailing 
circulars to thousands who have written letters regarding other agencies it is possible to interest a 
profitable percentage and secure their services. A limited bill of goods should be sold on credit 
if possible because the lack of periodical advertising deprives even the largest concern of more or 
less reputation. Besides more will take hold if allowed to pay as sales are made. Discounts to 
agents should be larger than to the drug trade, because they are obliged to canvass and force every 
sale, and also because 40 per cent, and 50 per cent, seem to be the standard concessions. 

Probably the best arrangement consists of a 40 per cent, discount, with an additional 10 per 
cent, for cash with order. Rather than allow 50 per cent, and 60 per cent., offer a good assort- 
ment of premiums to be given absolutely free when certain amounts have been paid. 

For example, $13 worth of remedies at 40 per cent, off is $7.80 net. Now when this has 
been received give as a bonus a watch costing 50c. up, or a I1.50 fountain pen of standard make 
that can be bought for a third. Thus the proposition appears far better than a straight 50 per 
cent, discount. Women will canvass to make a few dollars and at the same time earn a bonus of 
dishes, sewing machines, etc., all of which can be purchased at lowest wholesale figures. 

Where a line of remedies is sold through country agents on this plan, sales will also result in 
many unexpected ways. People will often buy assortments for their own consumption, if such 
every-day preparations as cold, dyspepsia, cough, worm, and similar cures are included. But the 
most gratifying of all is the fact that after the remedies have been on the market for say ten or 
fifteen years, and thousands of agents have sold them, a drug store demand is sure to assume 
respectable proportions. One preparation for summer complaints thus enjoys an annual store sale 
exceeding ^50,000 net, and all because of the demand created by agents' introduction. 

This "slop over" sale goes through one New York jobber, although unknown to the same 
agents who have created it. Were this medicine house to advertise in publications to help drug- 
gists it would lose most of its agents, who will not sell anything known to be carried by dealers. 

I recall in this connection the peculiar result of an advertising campaign by a large medical 
house that wanted to get a slice of the sales through retail druggists, although it had never done 
business with consumers save by local country agents. 

Accordingly several thousand dollars were spent in daily and weekly paper advertising in one 
or two states as a sort of starter, and at the end of a year the most amazing results were recorded 
— the total business in this advertised section was much less than during any previous year with- 
out advertising. An account of the campaign was published in Printer's Ink and other advertising 
journals, and I was highly amused at the " explanations " offered by numerous ad. writers and 
agents, who for the most part were certain that the copy was bad, and that they could have 
avoided the disaster by originating more "Striking" designs, more aggressive salesmanship, etc., etc. 

The president of the company — a very successful man in his particular way — offered no 
excuse, because he admitted that he didn't know what the trouble really was. Later, he consulted 
me about his regular work and when I suggested that this newspaper campaign made most of his 
old agents mad, and at the same time was too inefficient to secure drug store business, he agreed 
that the shrinkage of the total business was plain. 

Trade Publication 

A Talk on the Planning of Ads. Intended to Interest the 
Trade; the Importance of Illustrating Selling Points, Etc. 

The average advertisement found in trade publications is about as shiftless an effort as can be 
unearthed, although advertisers are beginning to appreciate the fact that it is mighty poor judg- 
ment to pay out hundreds or thousands of dollars for space that is filled with a mere business card 
or weak text to be changed only two or three times a year, or less. 

The first thing to understand in the preparation of a hard-hitting trade ad. is that agents and 
dealers are busy people as a rule, and to engage their attention and hold it there must be plenty 
of catchy illustrations. If a series of clever ads., each highly entertaining and somewhat 
educational, are run in large space it is possible to create a steady class of readers without the use 
of special designs and illustrations, but this demands the very highest skill in text writing, which 
makes it risky for the average ad. writer, who would better employ the surer method. 

More than that, the catchy illustration in combination with catchy text matter is undoubtedly 
more effective than the plain type effort. 

The trade will get in the habit of looking for ads. that are uniformly good, and it certainly pays 
to invest a few dollars for drawings and engravings — the dividend will be enormous in comparison. 

Trade publication advertising permits m£aa(iBa(iB(£B(iBli^ 
the use of novel or humorous illustrative ^EV WP W VP VP WP '■bV 'iW WV 
schemes that might be undignified in maga- 
zines. Anything having a cheap, slangy 
flavor, however, should be carefully avoided. 

Back from the Races. 

'ff ^iU^**'td' 



trvlnston - Mllbum, 

The great race o( the East, competed lor by machines of dll the principal makes. 
May JO, The taslesi linic was made on a Victor by A. W. Porter of Boston, on a 
re^lar road machine, who won the TiMF. Prize and also ihe Soi,ip Tike Pbi.-k 
The priie for fastest time on a cushion tire was won by A. P. Ctaig on a Victor 
Theiasiest time on a S.ilcty Bicycle was made by Charles E, Kluge on a Viclnr. 
Model B. with cushion tires The Victor took all tbc Tih£ Prices where entered. 

The Pullman Road Race 

At Chicago. Nfay jo, bad 213 entries. The fastest lime on a solid lire bicycle 
-was made by Terry Andrae on a^Victor in jjm. 1 2s., thus winning the TmK Pxuk. 

The Pacific Coast Race 

At Oakland. Cal,, May 30, waJ won by (our Model B Victors, Ukinj; >he hrst 
four prizes and beating the Pact6c Coast lime record. 

41 Ix>ulBvllle. Ky.» 

Last week T. E. Jeflcris on a Model B Victor won the j-inile road race from 
eleven competitors. Another Model D took second place. These two Victors 
Were the only ones ctitcred, and succeeded in beating out two pneumatics. 



'Victors Make the Pace.* 






Specimen No. 63. 


Specimen No. 64. 





Put Your 
In the Greatest 
Of all Agricultural 


The trade ad. can take more liber- 
ties than the announcement designed for 
general magazines or regular national pub- 
lications. For example, Specimen No. 
6j originally occupied about 6x7 inches, 
and it may be well to add that the testi- 
monial was in a letter instead of on a 
postal, and I had invented the idea be- 
fore its arrival. Of course, the wheel 
paper readers appreciated this sort of 
advertising, but for general publications 
the effort needs more detail, such as in- 
troductory talk, catalog mention, etc. 

Specimen No. 64 shows the first 
border ever made up from the product 
itself — the cushion tire — and the whole 
ad. is a good example for trade paper 
interest. Specimens No. 67 and 68 flir- 
ther show how ingenuity can be employed 
in impressing three vital factors. Neither 
of these ads. would be suitable for gen- 
eral publications, but in page space about 
9x12 they could not fail to keep wheel- 
men and agents interested. Illustrating 
points in a novel way is a key-note. 

Among other special features which 
I illustrated in the campaign of trade 
publication advertising was a machine for 
proving the resiliency of tires, with dia- 
grams showing the tracings of a pen. 
This was unimpeachable evidence, for 
every bound of the tire was faithfully 
recorded, and all other makes of tires 
were outdone in this particular. Another 
illustration made plain the valve which 
was concealed in the rim with a man- 
hole lid. In fact every special scheme 
or feature was treated at various angles, and the educational effect not only converted wheelmen, 
but was a potent factor in securing a large army of wide-awake agents, who are glad to represent 
manufacturers who not only turn out a high grade product, but who are wise enough to advertise 
it in an intelligent manner. 

Months and years of such work never fail to make advertising in trade journals a profitable 

Specimen No. 65 appeared in Printers' Ink and a few other advertising publications, at the 
end of a particularly prosperous agricultural year when the farmers had paid off old mortgages and 
were in a position to buy new things. 

Specimens Nos. 66, 69 and 70 were also planned for advertising publications but with a very 
definite idea in view. At this time the Companion was only 50 cents a year, and the general 
impression was abroad in the advertising fraternity that the paper circulated mostly in small rural 



And He'll 
Come Down with 
His Wealth. 
335,550 Other 
Fellows Just Like 
Him Have Been 
Reading This 
Monarch of the 
World's Rural 
Press, and There's 
Many a Happy 
In the Land. 

Fami and Fireside has the largest circulation of any semi- 
monthly agricultural paper in America — average for past three 
months, 335,550 copies per issue. If you want best results, try it 



108 Times Bldg:. 

1643 Monadnock BIk. 

Specimen No. 65. 





A great home magazine — 

Over 300,000 subscribers — a mlllloa and a half readers — 

Mostly enterprising, wide-awake, up-to-date women who live 
well and have money to spend — - 

Women who are interested In new things, new ideas, new 
products — 

Who are awake 365 days in the year and are ready to buy 
any new article of merit. The 





I. $135 cash. 

2 Sense enough to invest in a Vi<£lor Bicycle. 

I. If your opponent leads off on a second-grade wheel, follow 
him up on a Vi(5lor. 

2 U he leads you over a rough road, you gain the trick vaxh the 
Vi(flor Spring Fork — there's nothing its equal. 

J. If he selc(5U a smooth road, you gain a, big point, and the 
tnck. with the V'i(5lor Cushion Tire — it's the '91 joker — 
beats everything. 

4. If you don't want to be a 'Heft" bower in Progressive Cycling, 
be the "right" one — show what the "Finest Bicycle Fac- 
tory in America" can do — it's a winning card. 

The three cards above illustrated will capture a whole pack of 
ordinary Ones in Progressive Cycling. Art CaUlog tells the rest. 




Woman's Home Companion B^^l 

Is their favorite because it Is the unrivaled woman's magazine 
of the world — 

Containing articles of romance, travel and fashion by the 
most popular writers of the day — 

Art covers and illustrations by famous artists who paint true 
to life. 

Everything that goes to interest, instruct and elevate the 
whole family — 

All for fifty cents a year. 

Advertisers who want results are invited to reap a harvest 
from this splendid creation. 

$1.75 a line — less for quantity. 

Specimen No. G6. 

Specimen Ko. G7. 


places, and was, therefore, unsuitable for 
goods appealing to city trade. While not 
quite equal to the Ladies' Home Journal, yet 
the Companion circulation was a close second, 
and it deserved to carry the same class of ad- 
vertising. To convert advertisers, therefore, 
a series of ads. was prepared, each having an 
illustration of a refined home, and the first 
year's efforts resulted in securing nearly 
$50,000 worth of advertising contracts in 
excess of any previous year. This, too, be- 
fore the era of good times of 1899 had been 
ushered in. 

This aggressiveness and betterment in 
every department from advertising to 


When we introduced the Victor Hollow Rim and compelled our 
rivals to abandon solid and adopt hollow ones. (A few makers have 
gone back to the old method to save e.\pense ) 

When we introduced the only reliable anti-vibratory device for a 
safety bicycle — namely, the Victor Spring Fork. 

When we sub.stituted ball bearings for cones and compelled our 
rivals to follow as best they could. 

When we introduced the best cushion tire the world ever saw — 
the celebrated Victor Cushion Tire. 

And we shall come out once more at the big end of the horn with 
our new Victor Pneumatic Tire. Have you seen it ? 

Speelmeu No. 08. 



"Advertisements That Appeal to the 
Refined Home Are What We Want." 

General advertisers who wish to cover the country in 
an experimental way can do so at a minimum of cost, by 
using one medium only, the 

"Announcemenis that Appeal to tlie 

Refined ttome are what We Want ' 

Experimental advertising should be started In a slO!;le bigta-grade 
publication having a circulation large enough to prove whether the 
scheme Is right or wrong. If successful, other good mediums can 
then be added. 

Where the specialty to be pushed appeals to the average, well-to- 
do home, the first magazine used should be the 

Woman's Home Companion ^^^^^-^ ^^^^ Companion 

which has a lower proportionate advertising rate than any 
other high grade woman's magazine in America — $1.75 a 
line, and over 300,000 subscribers. 

A proper advertisement in this great publication will pay 
well, after which the advertiser can select other good 

Forms for June issue close May 1st. 

Specimen No. 69. 

which has over 300,000 subscribers — million and a half readers — 
and charges but $1.75 a line, with ample discounts for space. 

The Companion rate is lower, in proportion to circulation, than 
Its only competitor in magazine quality, therefore if an advertising 
scheme is wrong and bound to be a loss anyway, the saving In the 
Companion, by reason of a lower sum total, is well worth the con- 
sideration of every new advertiser. 

Qo cautious till you KNOW — then push hard. 

Specimen No. 70. 

circulation pointed the way to a $i publication, and to-day the Woman's Hoine Companion is uni- 
versally recognized as one of America's highest grade publications, notwithstanding the fact that it is 
printed in a little one-horse Western city, where the manufacture of agricultural implements is the 
principal industry, which only goes to further prove that it doesn't matter, as a rule, where you 
are located, providing brains and aggressiveness are put into the development of the business. 

Every trade publication ad. ought to secure almost as many regular readers, proportionately, 
as the department store ad. When the product will permit, there should be booklets or catalogs 
printed in the best possible style. These can be mailed to trade lists and also be sent in response 
to replies to ads. If the advertiser is willing to pay out an extra lo per cent, on the cost of trade 
publication space for special illustrations and features, it will not be many months before results 
will prove the wisdom of this course. 

The right ads. will create a desire on the part of thousands to see and read your booklets 
and other literature. Years ago a certain publisher did such good advertising that he educated 
the entire fraternity, and one of America's largest manufacturers paid him a high compliment 
when he instructed his advertising department to lay on his desk every blotter, circular, booklet, 
advertisement, etc., that emanated from the brain of this particular advertiser. 

Miscellaneous Advertising 

Circulars and Leaflets, Blotters, Mailing 

Cards, Window Cards and Dressing, 

Bill Boards, Street Cars, House Organs, 

Novelties, Etc. =^^=^=^=- 

While periodicals afford the cheapest and best means for advertising most things, yet there 
are other auxiliary forms that are profitable when intelligently executed. 

The common error is in supposing that these supplementary methods can take the place of 
regular advertising, and the desire to substitute is generally based on an attempt to save expense. 
There are few, if any businesses that cannot employ the periodical if they can anything, and the 
greater investment should not be rejected simply because something else costs far less. It will 
generally be found that results represent a certain percentage of profit, based on a given expendi- 
ture for advertising, and that the advertiser only gets what he pays for. In other words, if a cam- 
paign costing say $1,000.00 returns a profit of |ioo.oo, it is folly to expect substitute or auxiliary 
advertising costing but $50.00 to do as well. 

And more than that, let it be understood that Booklets, Blotters, Street Cars, etc., only pay 
to any extent when used with regular advertising. In this connection I recall the attempt of a 
typewriter concern to mail catalogs direct to business men, instead of continuing its magazine 
advertising as had been the policy for a dozen years previously. The final result was that the 
catalogs did find customers for awhile, but as time advanced and the machine continued to lose its 
magazine prestige the catalogs dropped off in results until they scarcely paid their cost. 

While, of course, there are exceptions to all things, yet it is a pretty good rule to bear in mind 
that periodicals are the first necessity in promoting business. But this does not mean that the 
auxiliaries should be avoided ; on the contrary they ought to be a part of the complete publicity 
system. What is wanted at this time is a proper understanding of their worth. 

Circulars and Leaflets. 

Under this head comes an endless variety of styles, sizes, shapes, etc., and they are all good. 
Generally the leaflet or circular is used because the advertiser can't afl^brd, or thinks he has no use 
for, a booklet or catalog. But there is a specific use for the former, even though the latter is 
employed. An idea like specimen No. 63 is almost as useful for a leaflet as for a trade paper ad. 
Left on counters or enclosed with correspondence it can hardly fail to pay its cost and something 
besides. Specimen No. 67 may also be included in these remarks, owing to the novelty of the 
illustrative scheme, and it would be particularly good on a four-page leaflet with matter relating to 
the three points brought out — finest factory, cushion tire and spring fork. 

Retailers ought to mail neatly prepared leaflets to a select list of families and a good plan is to 
do so monthly. The great department stores usually spend enormous sums in this way. For 
example, one eight-page leaflet is devoted to illustrating and describing Sunmier Furniture; 
another exploits a fine line of canned goods; while a third effort may be a twelve-page booklet on 
Parlor Decoration. One of Wanamaker's entitled " March is the Month for China " consisted of 
eight pages and an expensive cover in several colors. In a way it was a miniature catalog, with 
particularly tempting price offerings. 

I prefer as a rule the smaller leaflet printed on fine coated book paper with good illustrations, 
to the cumbersome circular which is too often a commonplace affair. It pays to mail these both 
to customers and prospectives. 




Blotters and Their Use. 

Ordinary blotter advertising is a poor 
proposition. Millions of them are printed 
and at best they are but supplementary to 
regular advertising. If employed they should 
have the effectiveness of the chatty ad. in com- 
bination with the catchy illustration. Speci- 
men No. 71 represents a good type, and 
almost any unique ad. along similar lines will 
also be effective. A proper arrangement of 
Specimen No. 33 affords possibilities, while 
Nos. 6;^, 65, 66, 67, 68, 69 and 70 can like- 
wise be made up for blotters with a reasonable 
certainty of being read. 

Blotters can be used by publishers and 
manufacturers who have trade lists, but they 
are hardly adapted to retail trade conditions. 
Specimen No. 38 would look well on a blotter, 
save for the reason that medical advertisers 
cannot use this form, owing to the fact that 
they can influence dealers only through the 
demand of consumers. If blotters are used at 
all, let it be a regular feature for a long period, 
and only as an auxiliary. 

Mailing Cards. 

A good mailing card, used in moderation, 
can be efl^ective, but the mere massing of colors 
in some heavy, outlandish design is a foolish 
waste of cash. Too much has been expected 
of mailing cards, and at best I consider them 
inferior to blotters. Both should be sensibly 
catchy and contain text matter that will be 
read. The average mailing card is either a 
piece of poor printing on manilla board or tag 
stock, or a flashy color design on tinted tough 
check stock. The former is usually a mere 
type affair, while the latter is apt to have as its 
key note an illustration that is used on many 
customers' cards, by simply changing the read- 
ing. This ready-made, non-specific cut is just 
as bad for a mailing card as for a newspaper 
ad. If you can't afford to have the illustrative 
scheme original and adapted to your product 
exclusively, then give up mailing cards. 

Window Cards and Dressing. 

Little need be said about the importance 
of window dressing, since every retailer of sense 

Told by 

1 I ^ 



The great superiority of Farm and 
Fireside over all others as an advertis- 
ing medium has been told for years — 

TOLD BY the Keystone Woven 
Wire Fence Co., Chicago, who say 
Farm and Fireside is by long odds the 
most prontable advertising medium 
they ever used. 

TOLD BY the Sandwich Mfg. Co., 
Sandwich, 111., manufacturers of baling 
presses, who say Farm and Fireside last 
year brought them more inquiries (that 
afterwards led to sales) than any other 

TOLD BY Wm. Henry Maule, the 
noted seedsman of Philadelphia, and 
hundreds of others, all of whom unite 
in saying that Farm and Fireside is a 
" puller and business bringer. 

Circulation " Way Up " 

Average for past three months 335,550 Copies per issue 


Specimen INo. 71. 



There's a wrong impression about 
this Suit. It isn't as good as it looks, 
but $10 is a mighty low price for $30 

Specimen Xo. 73. 

These Oxfords would have cost you 
$5, but the manufacturer failed and we 
scooped in all we could get. $3.25 
while they last. 

Speciineu No. 72. (Original Size 6 Indies.) 

Specimen Xo. 74. 

knows that this is one of the best ways of attracting trade. Have frequent changes, and don't 
stint the expenditure. A druggist brought back from Jamaica a large quantity of strings of beads 
made from odd native seeds. One week the window and store hung heavy with them — the 
following week they went on sale. Paper flowers, and similar decorations, will set off almost any 
line of goods. 

Window cards ought to say more than " Fine Overcoat only $15." As a matter of fact much 
thought should be expended on them. Specimens Nos. 73 to 78 express my idea. A brief chatty 
ad. can often be used like Specimen No. 1 1 1 for example. Occasionally a complete chatty ad. as 
run in the newspaper can be painted on a full sheet card and displayed in the window in connec- 
tion with the goods to which it refers. 

Manufacturers in most lines will find it an inexpensive investment to furnish dealers with 
window cards. Specimen No. 72 shows another effort quite out of the ordinary. 

Bill Boards and Street Cars. 

The one great thing to remember when appropriating money for these forms of advertising 
is this : they are almost never able to create a demand for a new product. While good for old 
established advertisers, they are strictly auxiliary, and act largely on the reminder idea. 

The late Gerhardt Mennen once told me that bill boards and street cars had never paid him 
until his talcum powder had been sampled house to house and considerable periodical adver- 
tising had given a local reputation. A Massachusetts shoe polish manufacturer lost considerable 
money until I advised him to go into the papers first and street cars afterwards. 

Prices for displaying 11x21 cards in Elevated and Subway cars in New York are as follows, 
either system : all cars, $540.00 per month on yearly contract; one-half of all cars, $300.00 per 
month ; six months 10 per cent, additional, three months 15 per cent, additional. Street car rates 
in most cities will not greatly vary from 50 cents per car per month. 

Prices for bill boards vary according to location, colors, etc. Painted bulletin boards, accord- 
ing to the Gunning System, Chicago, usually average 25 feet in length at from $10.00 to $25.00 
a month. Wall displays average 800 square feet at about 5 cents per square foot, or a year's guar- 
anteed display, 50,000 square feet, in Chicago, costs about $2,500.00 a year. 

Car cards 11 X2i of striking color design are generally best. Too much text is out of 
place, although a good retail card can be made effective in a 36 point or 48 point type without 
display or illustration. Specialty advertisers get the best results from this kind of advertising. 



We imported 





for those who 

want the best. 



quart bottle. 


mon sort 60c. 

Here's a chance to sponge on us to- 
day. If 18c. for these Rubber Sponges 
isn't sponging on our profits we need 
lessons in arithmetic. 

Specimen No. 75. 

Specimen No. 11. 

Pretty gay ties, but Dame Fashion 
says they're correct, and we meekly 
submit. Your pick 39c. 


one of 




and we 








to $35. 

Specimen No. 76. 

Specimen No. 78. 

House Organs. 

Small store papers or house organs are good advertising mediums. They can be of any size, 
but a large concern will find it best to issue in brief magazine form, say from eight to sixteen pages, 
7 X lO, with a cover in one or two colors of ink. Good half-tone illustrations should be used to 
lend interest to the text. An organ of this description should be published monthly and be mailed 
to a trade list. Have special educational articles and let the news feature of the business be prom- 
inent. For the retailer, a monthly store paper, say 5 col. folio, on ordinary stock, will do good if 
carefully attended to. An effective yet economical plan is to have the house ads. occupy half the 
space, using plate matter, stories and miscellaneous reading for the balance. Manufacturers of 
specialties will furnish free cuts for any of their goods. 

A good co-operative plan is for a grocer, a clothier and a druggist, for example, to club 
together and share expenses together on a monthly house organ. This plan makes possible a large 
list of patrons to whom copies may be mailed monthly. 

Novelties for Advertising. 

Calendars, celluloid goods, etc., are not in themselves good trade-bringing mediums. But 
they are useful to a certain extent — as reminders, when presented to the trade. The insurance 
agent is expected to present calendars, and he should strive to have something catchy. Knives, 
match safes, pocket and memorandum books, etc., are particularly good for salesmen to give away 
once a year, and while unlikely to alone secure an extra order, yet they do produce good humor, 
which every drummer appreciates. 

It is doubtful, after all, whether novelties are really advertising, and I have often thought 
that they ought to be charged up to the salesman's expense account since he generally hands out 
or mails these trade jolliers to business friends simply as gifts. 

While certain articles like celluloid memorandum books, stamp holders, etc., are sometimes 
given away to consumers, yet they never really influence sales, more than an era of good feeling 
involves. And the indiscriminate use of the advertising novelty is pretty apt to prove a mighty 
bad investment. Better improve and beautify the booklet or other printed matter with the novelty 
money, and if you then favor presents have them good and practically for the trade only. The 
best method of distribution of novelties to consumers is at fairs and exhibits, as attractions, and 
people who attend these affairs are pretty apt to be worthy. 

Form Letter Writing 

Circular Letters a Misnomer, Elements 
to Incorporate, Two Classes of Letters, 
Getting Replies a Necessity, Errors to 
==Avoid, Examples and Criticisms=^ 

I dislike the term " circular letter," and believe it should never be used, since the main 
trouble with the great majority of imitation typewritten letters is that they are really nothing but 
circulars in the guise of personal correspondence — and no one is deceived, though often disgusted. 

Form letter seems to me a better name, and its contents should always savor of the 
personal element that obtains only when written out in long hand or is dictated to a stenographer. 
The moment the form letter writer begins to figure out that he has at his disposal one or two 
solid pages, then a circular pure and simple results. 

Although thousands of advertisers, and business men who don't advertise, mail millions of 
these imitation letters, yet their usefulness, when properly prepared, will not diminish. 

Elements to Incorporate. 

A form letter should be as personal in tone as possible. Some of the best efforts have been 
made up from portions of personally written or dictated letters, and in this way the wording is 
pretty apt to be natural and therefore wholly different from that employed in space filling. 

For example, all advertisers constantly receive many letters from people who ask numerous 
questions in addition to requesting a booklet or catalog. Withm a few months the person who 
answers any concern's correspondence will find himself or herself dictating substantially the same 
replies, and by examining a large number of copies of old letters many a paragraph here and there 
will be found useful for incorporating in form letters. 

As much as possible, these should anticipate the most important and more frequent queries, 
especially in a series of follow-up letters. 

Two kinds of form letters are employed — those in reply to requests for literature, etc., and 
those sent out unsolicited. Form Letter No. i is a good representative of the latter class, and 
No. 2 is a poor one of the former class. 

In either case the form letter should be a good imitation of a typewritten letter, with the 
name, address, etc., perfectly matched on the typewriter. Many printers make a specialty of this 
work, and it doesn't pay to have cheapness the main consideration. Now that the carbon copy 
method has largely replaced the old copy book with its blurred, and often indistinct, appearance, 
the best form letters are printed to imitate the ribbon effect. The entire letter, with facsimile 
signature in black or color, is set up in modern typewriter type that exactly matches the standard 
makes of typewriters, and an inch or more blank space left at the top enables the typewriter to 
fill in the name, address, etc., so that the complete letter has every appearance of being a genuine 
dictated one. 

Of course most people of intelligence know that a reply to their request for literature must 
be a stock form, but if the matching is good and the letter sensibly brief and personal in tone, it 
accomplishes as much good as though it were actually dictated. 

The main winning elements in brief are : directness, natural tone, avoidance of rehash of 
technical facts that properly belong in printed literature, and an effort to induce the recipient to 
sit right down and answer your letter — and ask more questions. Many a person has been so 
impressed with certain form letters that he or she felt it a duty to reply, even if but to inform the 



W. D. I30YCE CO. 

Boyce Building, Chicago, Jan. 30, 1905. 

George H. Powell, 
913 Temple Court, 

Dear Sirl- 

Mr. R. W. Sears of Sears, Roebuck & Co. advertised in 
our papers 18 years ago, and he has been a customer ever since. 

He spends half a million dollars a year in papers that 
circulate in the country. 

His sales for 1904 will amount to about $30,000,000.00 

He knows where to get the trade that stays and pays. 

BOYCE'S WEEKLIES and WOMAN'S WORLD circulate wholly in 
the country and reach every seventh family of those who form 
69% of the population. 

Follow Sears. 

Respectfully yours, 
W. G. F. S. W. D. Boyce Co. 

Form Letter Ko. 1. 

advertiser that the ad. had been answered " without realizing that the goods cost so much," etc. 
Many a time, too, these same people have done so much hard thinking when laboring with their 
replies that they saw a way to afford the price, which resulted in this first letter being destroyed 
and an order-letter sent instead. 

When you can get the recipient to write you, much has been accomplished, and this should 
be kept in mind in preparing form letters, especially the follow-ups. 

Errors to Avoid. 

Make the letters brief. A single page is almost always better than two or more. No sensi- 
ble business man would write two or three solid pages merely because the party had asked for a 
catalog. Be almost as brief as you would were you actually dictating. Don't crowd or run in 
solid — remember paragraphs. 

Don't make a form letter a continuous effort to fool people. The practice of leaving lines 
blank in the center of the letter to be matched and filled in by the typewriter, is insulting and 
unlikely to fool anyone except the advertiser. For example : " and we beg to assure you, Mr. 
Brown," etc., appearing in the midst of the letter is intended to convince the reader that it is a 
dictated letter, but this filled line closely adjoining the printed letter on two sides, is never a good 
match in ink or impression, and thus much labor is lost. 

Don't try to cover the business points that are, or should be, in printed literature. Remem- 
ber that the main object of a form letter reply is to show the inquirer for a booklet, etc., that the 



Metal Furniture Mfg. Co. 

Hay 12, 19o4. 
Wr. Henry M. Chandler, 

ITewarJc, Ohio. 
Dear Slr:- 

/^ He cordially invite you to call at our City Salesrooms and 

CK I offices. No. 17 West 42nd St., when you are In our vicinity. 

¥e want you to come in even if you do not Intend to purchase 
Immediately. We want to get acquainted with you and we want you to get 
acquainted with us and our goods so that you' may have full confidence In 

We have a telephone which is always at your disposal and you can 
have your mall addressed In our care and we will be glad to give you all 
the Information you may require if you are a stranger In New York. Just 
call and ask for the writer or address your letters No. 17 West 42nd St. 
The location is accessible by all cars. It is near 5th Avenue across the 
street from the new Tilden Library which Is in the course of construction 
and it is a square from the Grand Central Depot. 

If you wish our book and price-list kindly let us know. Do not 
hesitate to write us for any information; wo appreciate the opportunity to 
give you full and detailed particulars about anything that interests you. 

X We are very much Interested in your wants and it gives ua 
(pleasure to receive your letters. 

Cordially yours, 


Form Letter Xo. '2. 

request has been granted, merely adding a little personal flavor or chat. In the unsolicited letter, 
the object should be to enthuse the recipient if possible, get him to read good accompanying litera- 
ture, and in the end secure the order. 

It seems hardly necessary to add that a typewriter type letter, printed on poor paper and with 
name and address filled in with a pen, is the rankest sort of idiocy. No attempt at filling would be 

a hundred times better. 

About Form Letters Nos. 1 and 2. 

Note the brevity' of No. I, which was sent out by one of the largest and most successful publishers. They dive right into 
facts that must appeal to mail order advertisers, and after citing a notable example and adding a few words, they close. ] see 
no real criticism here, although I favor a few introductory words, and would probably prefer the letter to begin something like 
this : " We know you want results and will listen to any reasonable argument that shows you how to increase your business," 
etc. But the directness and brevity of the letter as it is, will insure its reading in a large percentage of cases. The mention of 
this great mail order house is in the nature of news, and this is always more proper in a letter than in printed matter. T'/^e 
element of pcnoiuiHt'i, rcmcmher. 

Form No. z is a sample of inexpert work. Although sent out in response to a request, yet there is no intimation that a 
booklet was sent, as really was, and one would infer that the letter belonged to the unsolicited class. Other criticisms : 

(a) After the customary " Replying to your esteemed favor we are sending you under another cover," etc., it would be 
well to add any statement about famous hotels and people who have just bought these beds — anything in the natilrc ot news that 
carries conviction of superiority. 

(b) This paragraph is a waste of words. Directions for getting to a store are unnecessary in a letter. 

(c) As this letter was sent out in response for information about goods, nothing should be held back. When an adver- 
tiser sends out form letters to a list it doesn't usually pay to mail a complete line of printed matter, or expensive catalogs, but a 
neat, catchy leaflet or booklet should go in the letter that will be likely to interest the reader sufficiently to induce him to ask for 
the complete book. Never mail a letter without printed matter of some sort. 

(d) There is no argument or interest in this, and the expression " it gives us much pleasure to receive your letter " is 
extremely amateurish. 

Card Index and Follow-Up 


By " follow-up " system is meant a method, or, perhaps, more strictly speaking, a series of 
methods, whereby all replies to your advertisements are properly taken care of, not only by prompt- 
ly sending all circular matter, booklets, price-lists, etc., but in systematically filing names and 
addresses for future attention. 

Years ago it was thought sufficient to merely send out the literature called for, and then either 
enter names and addresses in some book — oftentimes a partly used ledger — or else file away the 
letters of inquiry themselves. Once or twice a year, if the office help had nothing to do, some 
attempt was made to address new circular matter to the " old list." 




Shipping Point 

How Started 

Circulars Sent 


Samples Sent 


Letters Written 


Special Quotations 



Card No. 1. 

•^AT. JULY M. 1P96. MAY 2fl. 1 6l. 

In this way, with little regard for system, the advertiser felt he had done his duty, and not 
untd bright business people opened his eyes to the possibilities of something better did he realize 
the wasted opportunities. Replies from advertising cost money, and competition nowadays is too 
keen to permit of slip-shod methods. In many enterprises, especially where any considerable sum 
of money is involved on the part of the party answering your advertisement, it not infrequently 
takes as many as five "follow-up" circular letters before the order is landed. In other instances 
a second or third letter extracts practically all the cash possibilities for a time, after which the 
"list" becomes a mere permanent one, and only worth circularizing at remote intervals. 

In beginning a scientific consideration of the " follow-up " department of advertising it is 
proper to begin with the three primary divisions of GUIDE CARDS as illustrated on next page. 
Whatever may be printed on the real record cards themselves — the cards containing names, 
addresses, memoranda, etc. — it must be remembered that their assignment and location in the 




Showing Primary Divisions of the Card File System. 

system or drawer-file is determined by the guide 
cards referred to, which of themselves record no 
data of any kind. 

Let it be understood, too, that in a large and 
comprehensive system the guide cards A to Z, with 
the data or record cards sandwiched in between, 
may extend to a dozen or sixty drawers in a filing 
cabinet, depending of course on the number of appli- 
cations received and recorded. The same may also 
be true of the i to 31, or January to December 

The Tickler System. 

1 place this first because it is really the key to a 
systematic following up of inquiries. Suppose your 
advertisements bring you fifty replies to-day. A 
clerk takes the ordinary stock cards, either blank 
or elaborately ruled, as the complexity of the busi- 
ness demands, and with typewriter or pen fills in the name, address, and date of request. The 
cards are then used to address your circular matter, circular letter, etc. 

This ends the first process. In say three or four weeks you intend to follow up with more 
matter, and it is important that a system of procedure be observed. To put the different days' 
cards together at this time means an accumulated mass at the end of a week or two, and experience 
has proven that so much work coming in a bunch is never properly attended to. And, moreover, 
such an uncertain plan means that some names would have a second batch of literature sent them 
long after the three weeks settled on as the proper time for such follow-up had expired. 

The only sure way is to have each day's new names taken up for the second circularizing in 
exactly three weeks from the day the first matter was sent. 

Therefore, all cards first dated say the 3d of the month, and thus showing that the first cir- 
cularizing had been attended to, should be inserted directly after the guide card bearing the figure 
24, the cards of the 4th go after the guide card 25, and so on. Then, as the 24th or 25th, etc., of 
the month arrives, the cards assigned for this date are removed, and after examination all showing 

orders received are 
put in an order 
drawer, while the 
balance are used to 
address a SEC- 
OND circular let- 
ter and mail new 
printed matter to. 
Another date, the 
second circulariz- 

This duty per- 
formed, the cards 
are again set in 
another tickler 
drawer having the 
Card No. 2. same style of guide 

Where published? 

Space contracted 


Number of insertions 

Length of time 

First insertion 

How contracted and date 





Tout Spic* 




Total Spica 




Total Spae* 








\ \ 









Post Office 





No. Times 




cards — i to 31. This time the date assigned is the 13th of the following month, and when this 
date matures all cards not showing, by the regular books, orders for something, are again used to 
circularize a THIRD batch. 

It will be seen that this system can be carried to any extreme, according to the necessities of 
the case. If only one circularizing after the first is wanted, then a single tickler is sufficient, the 
cards without orders going direct to a permanent location or cabinet, where they are arranged accord- 
ing to state guides and without the employment of the i to 3 i guides. For fear the " guide " card 
term may not be clear, it is only necessary to say that it is an extra heavy blank havmg a raised 
"tab" which rises higher than the regular record cards. They are signs, enabling you to quickly put 
your finger on any division without loss of time ; thus A to Z, i to 3 i, and Jan. to Dec. are "tab" 
or " guide " cards. See " Primary Division " drawer previously referred to. There are also many 
other guide cards sold, such as state cards, etc. 

Subdivision of Guides. 

Suppose your daily inquiries run up to 200 or 300, requiring as many record cards. So 
many in a bunch means a good deal of hunting in case you want to find a certain card, either in 
the tickler or permanent file, and therefore to minimize the labor we introduce guide cards A to Z 

between each of the i 
to 31 guides. This 
means a set of A to Z 
for each day of the 

In this amplifying 
the towns are arranged 
in directory style — 
Arlington after the 
guide A, Bennington 
after guide B, and so 
on. Every day this is 
repeated, and the extra 
cost of so many A-Z 
guides at the start is re- 
paid ten times over in 
labor saved, suppos- 
ing, of course, that the 
accumulating lists war- 

This A-Z arrange- 
ment in the tickler is 
also time well spent, 
as at the final transfer 
to the permanent cabi- 
net, it merely requires 
the separation of states, 
and no spread of table 
space for sorting is 

The January to 

Showing Special Card for Recording DIfJerent Ads. o« One Advertiser In same paper. ' 

Card No. 4. December guides are 













Card No. 3. 

mib Jl<V<.,'^^ • 


' / 


„ .^^^ I^CcKl.- 

., ^' -r^ 














































Rale / 








J^ ^ 






























f 7.7-0 

























/ V^f 


/&y€a^<^^^^^^ ■^^i^-7-t^ 

^-^f-^c^^.y^.f.^^z/jz/, ?^y:i 












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yy. /^ 

//- yo. 

Tlie Monthly Advertising Expenditure Book. (^8x10 Inches.) 
used the least. They frequently have i to 31 guides inserted for each month, and serve the pur- 
pose of daily reminders. For instance, Jones says he will send you an order within six weeks. 
To keep track of this a card should be made out containing this information and dropped in at 
the proper time — say March 29th. When this date's cards mature they are examined to see who 
have ordered, and thus Jones, and others who have failed to keep their word, are followed up 
with a special letter of reminder. 

It is this getting people to commit themselves, either wholly or partially, that helps sales. 
You cannot afford to let matters take their course. 

Follow-up Literature. 

The original literature sent out in response to requests should consist of: 

1. Booklet or circular matter, or both. 

2. Imitation typewritten letter. 

3. Return envelope. 

Letters should be filled in with name, address, etc., so the match is perfect. Nothing is 
worse than a half-way attempt, that at best is an insult to one's sense of appreciation. 

The second batch sent out to those who fail to place an order meantime, should be different 
from the first. It is useless to send the same stuff again. As a rule the first matter should be 
as complete as possible, so the stranger will receive the very best impression, and this impression 
once formed will make it easy for future follow-ups. Because a party fails to order as quickly as 
he or she should really indicates nothing — save procrastination, may be. 

The good impression may be there all right, but unless systematicallv kept after a good cus- 
tomer may be lost. 

A complete booklet or catalogue going to the inquirer promptly, the second, third, and sub- 
sequent circularizing should consist of leaflets or small booklets, hammering at new points which 
may have been treated only in a general way in the first large booklet. 

Follow-up literature should, if possible, be late information — new testimonials, new uses for 
a product, etc. 













^e^^ . 








AD. No. 



































Never send out 
mere copyings of old 

The manufacture 
of Card Files is now 
an important industry. 
For the mere keeping 
of names and addresses 
of persons who send 
requests for catalogues, 
or become purchasers, 
ordinary 3x5 blank 
cards are often used, 
the clerk merely copy- 
ing name, address, key 
number of advertise- 
ment, etc. An ordi- 
nary rubber dating 
stamp is used to show 
when first literature 
was sent out, which 
Tlie Index and Total Result Book. (5x7i inclies.) method is likewise fol- 

lowed in subsequent circularizing. The keying of each ad. may be a different " Dept. No. — " for 
each publication, or a series of "Room No. — " may be adopted. In large establishments special 
ruled cards are usually provided, which include blank spaces for as much data as may be desired. 
The Yawman & Erbe Co., Rochester, N. Y. ; the Shaw-Walker Co., Muskegon, Mich.; 
the Globe- Wernicke Co., Cincinnati, O. ; Library Bureau, Boston and New York, are leading 
card file manufacturers. 

Arrangement of Card Blanks. 

Cards Nos. i, 2, 3 and 4 herewith reproduced are specially adapted to the advertiser's use. 
The majority, however, often desire some special ruling, and consequently stock card forms are 
seldom carried by manufacturers. Card No. i is for a more or less elaborate record of detail 
from the time the inquiry is received. The key to ad. should be noted at "No. — :" Card No. 
2 shows a Special Ruled Card for recording insertions of e. o. d. ads. in daily papers, although it 
can be used for a weekly or monthly publication. The original size card was 5x7 inches. The 
spaces for data, such as record of copy sent the paper, total space, etc., is not essential, save where 
much advertising is done. Card No. 3 is a simple scheme that fills all ordinary requirements for 
all publications save dailies. For the latter a very large card with a blank space for each day is 
necessary, or the form as shown for " Monthly Book of Daily Results" will answer. Card No. 
4 is another Special Card specially prepared for an advertiser who runs more than one kind of ad. 
in the same paper. Especially valuable to record the amount of space given each article. The 
4th of July shows 150 lines were given the sewing machine ad. and underneath the 100 means 
number of replies received. 

Book Record System. 

Some advertising detail is best kept in books, and the reproductions herewith are almost per- 
fect. The advantage of the Monthly Advertising Expenditure Book is this : you have before 
you at a glance each month's list, with permanent record of every necessary detail, save record of 
inquiries. Many magazines require payment before month of issue ; others are payable during 









^/?^^ei Price, $ - ^f^- .^^ 
















































































1st or lieft-hand page of Inquiry and Receipt Book. (OxllA Inclies.) 



































JAN. ■ 








2d or Riglit-hand page of Inquiry and Receipt Book. (9xlli inches.) 
Daily Results for the Month of_ 190 — 
































31 h'.?S, 


Cojf Ku 


Monthly Book for Daily Results of All Publications. (12x12 inches.) 

this month, and daiHes and most weekHes collect the month after the advertising appears. This 
book indicates when bills must be paid. The Index and Total Result Book is a veritable prize, 
for each publication has a page or more, and two years' results of a magazine are before you for 
instant comparison, providing, of course, each ad. is keyed. Inquiries or replies to the ad. are 
noted in the (I) column, and sales in the (S) column. These should be in pencil, and if 
changes are noted daily the advertiser loses no time in posting up on any publication's pulling 

The Inquiry and Receipt Book is indispensable, as will be appreciated bv carefully studying 
the reduced reproductions herewith from my own system. The Monthly Book of Daily Results 
is often used, but it is unnecessary if the Inquiry and Receipt Book is relied on. 

Booklet Si Catalog Advertising 

Characteristic Differences Between Booklets, Catalogs and Primers 

Examples for Study, Worthlessness of Commonplace Effects, Virtue of 

Original Brevity, Follow-up Requirements, Etc. 

If the economical advertiser could see the fate of the average booklet or catalog he would 
hold up his hands in protest against the further squandering of large sums of the hard-earned coin 
of the realm on business literature that benefits only the printer and Uncle Sam. 

Millions upon millions of copies in- 
tended to educate people and secure a 
paying patronage find their way into the 
waste basket and junk shop without the 
recipients being even aware of the subjects 
treated. The trouble may be classified 
under three general heads — first, common- 
place appearance which is devoid ofspecial 
interest ; second, dry, uninteresting text 
matter with neither proper division or logi- 
cal sequence ; and third, absence of illus- 

While no set form or rule can be laid 
down, yet certain elements and characteris- 
tics should be thoroughly understood, after 
which innovations and variations will not 
interfere with harmony and interest. 

The first thing needed at this time is 
an understanding as to the characteristics 

Special Duties of Booklets, 
Primers and Catalogs. 

First, let us consider the regular stan- 
dard catalog, which was in use long before 
booklets and primers were thought of. 
While to a certain extent the booklet often 
takes the place of the catalog, yet for 
many lines of business the latter should 
be a special effort and be prepared in 
accordance with certain well defined condi- 

Let us consider the case of a manu- 
facturer of a large line of sporting goods 
for example. Anywhere from a dozen to 
forty or more pages must be devoted to 
illustrating and describing the various arti- 
cles, together with prices. No great literary 

ability is here possible or necessary. eXCeot The cover Design illustrating the sale of New York (Manhattan Island) in 1624, by 

J X J ' r Indians to early Dutch traders — also present sky line. 




The Power 
o£ Wheels 


Cover Pag^e 

Do you know that the wheel is the 
connectine link between barbarism and 
civilization, poverty and wealth ; that by 
it the world moves, and upon it all great 
work depends ? 

Page S 

There is a Tide in the Affairs 

of Man, Which if Taken at its 

Flood, Leads on to 


Pagti 1 

Do you know that the horse which 
staggers with 500 pounds upon his back 
trots off easily with 2,000 pounds loaded 
on wheels ? 

Do you know that if you were chain- 
ed to 500 pounds of iron in the form of 
a cube you would die if bread was but 
one-eighth of a mile off ? — that in a cask 
you could roll 2,000 pounds around the 
earth ? 

Page 3 

perhaps in two or three pages immediately following the title page. Here a sort ot business 
editorial on the great achievements of the concern is in order, not forgetting, of course, to mention 
in a general way the prizes taken at exhibitions, how the factories have had to be enlarged, etc. 

While testimonials can be included in a catalog, I advise that this feature be incorporated in a 
special booklet by itself. 




Do you know that every time you 
step you lift your weight (say 150 lbs.) 
one inch, which added up makes a lot 
at the end of a day? — that on a bicycle 
you can go farther, faster and easier in 
the same time ? 

Take the wheel from the locomotive 
and one-half the world's industry would 
die. Remove it from the car, carriage, 
and factory, and the wealth of the world 
would dwindle nine-tenths. You would 
hear of no Goulds, no Astors, no Van- 
derbilts. Wall Street would go down a 
tradition to future generations. 

Page 4 

Or would you rather keep pace with 
the world as it rolls on, and look better, 
feel better, work better ; to strengthen 
every muscle by enjoyable exercise, in- 
stead of dying for the want of it ? 

Would you rather have a clear head, 
carry it high, and be able to hit hard, 
jump high, sleep sound, and eat well, 
or allow many muscles to lie dormant 
and wear out by rusting out ? 

Page 6 

Are you making the most of power — 

of rolling motion ? 

Do you ride a bicycle ? 

Are you satisfied to move along as 
your grandfathers did before you ; pa- 
tient and plodding, so long as you get 
there sometime ? 

Page 6 

And finally: 

If you are satisfied that the bicycle is 
the " noblest wheel of 'em all" — that it is 
the steed of the immediate future, and 
the one to bestow upon you what medi- 
cine cannot — viz. : good health — then 
thequestion arises, Which bicycle is best? 

There's always a best in everything, 
always one object that shines more 
brightly than the rest. 

So it is with bicycles. The one which 
will run easier and wear longer than 
others is the one for you. It is called 
VICTOR, a synonym of the word "best." 

You can get a catalog for the asking. 

Page ^ 

Next, the booklet, which is preferable where the advertiser sells but one product and has little 
use for the mere technical catalog. 

A booklet should be written in a conversational vein, and every vital feature calls for first 
class illustrations. Try to interest the reader so that the entire booklet, including description, 
will be read and digested. 



How New York City Real 
Estate Makes Millionaires 

A MAN with a good business reputation, in 
fair circumstances, can borrow money 
at 8 percent, to lo per cent., especially 
on good endorsed notes as collateral. 

On good real estate security down comes the 
rate a half. 

Real Estate Astonishing, isn't it, how much more dirt is 
Loans at valued than a good name ? 

Lo%vest D J- ^ ». r -1 

But dirt can t rail or run away 


Bank men 
know where to find it day or night, hence their 
willingness to loan at low rates on a sure thing. 

From this we learn a lesson that never should 
be forgotten when we are considering the invest- 
ment of our surplus cash. 

Now if real estate offers absolute security to 
the investor, he ought to be satisfied to pay 
something for it by accepting smaller earnings. 

But he doesn't have to — it he buys wisely — 
because the rise in values, through improvements 
and growth in population, is sure to exceed 
earnings based on, say, 12 per cent. 

You have doubtless read real estate advertise- 
'Vactt^ ments which harped on the great theme, " sure 
to double in a few years" — and you doubted. 

The things that convince are FACTS, and 
the purpose ot this booklet is to tell you a few 
in a way that will make you stop a minute and 
say to yourself: "That's so, but I never 
thought about it that way." 

To begin with, you are to be told two 
FACTS — the others will come later: 


First : That the rise in real estate values de- 
pends upon prosperity and municipal growth ; 

Second : That Greater New York, of all 
places on the American continent, gives the 
greatest added values to its realty owners. 

In 1626 the present Borough of Manhattan New York 
(the island of old New York City) was sold f-'^ by the 

V J J Indians in 

by the Indians to the Dutch East India Com- '^'^ 'of $M- 
pany for sixty guilders. Translated into plain 
English this means about $24 (a barrel of rum, 
more or less, which figured in deals ot those 
days, is of no importance). 

The phlegmatic, slow-going Dutchmen doubt- 
less chuckled over the way they euchred their 
red brothers ; but, after all, the laugh was on 
the other side, for Manhattan in those davs was 
destitute of civilization, and corner lots were not 
in brisk demand, because hidden by trees and 
bogs, and because there was an absence of de- 
sire to utilize them. 

And, moreover, the Indians could readilv ap- 
propriate new lands, so the $24 they received 
was so much clear gain. 

Right here it is well to fasten on our minds 

the concrete principle — that the value of real 

estate depends on the desire of men to own it, ana 

needs make the desire. 

If the population increases rapidly the prices Increased 
, , , ,' J Population 

go up proportionately, and trie settled parts are 

always wanted in preference to locations on the 


More than that, the building of houses tends 

to increase the value ot the vacant lots in the 

vicinity of those improvements. This is the basic 


Paee 1 

Page a 

Booklets may be divided into two classes — the regular descriptive booklet that takes the place 
of the catalog, and the special feature booklet that is devoted wholly to testimonials; or to scenes 
in many lands where a camera has proved its worth ; or to sky scraper views showing famous hives 
of industry where a certain typewriter is largely used; or to illustrations of the trains of leading 
railroads whose dining cars serve a certain coffee, etc. 

A word about the testimonial booklet. Too many advertisers fail to realize that a hundred 
testimonials packed in solidly, without display head or illustration, are pretty sure to make an early 
acquaintance with the waste basket. One of the best efforts of this sort was the booklet issued by 
a National Magazine, entitled " Ten Minutes with Ten People." The cover design, I'^i x 4'4 in., 
was printed on a rough army blue cover 4 x 7'^, leaving an inch margin above and a two-inch 
margin below. The illustration showed ten o'clock on the clock dial, with a female figure point- 
ing to 10:10. The first inside page was blank save for a single-line company imprint at the top ; 
the second page had a half-tone of President Roosevelt with his four-line testimonial; the third 
page had a i ^ x 1 ^ in. half-tone of the editor at the extreme lower right hand corner, with blank 



Henry fact of the Henrv George theory, and whether 
George , ', _ _ ' 

Theory, one agrees with him or not, it is an axiom that 

"the unearned increment" or 
great increase of values caused 
by other people's improvements 
in a neighborhood, are sources 
of enormous profits to land 
owners without corresponding 
efforts on their part. 

Whether right or wrong for 
a man to buy land and profit by 
the efforts of his building neigh- 
bors, vet the law to-day permits 
this, and the question to decide 
is merely, " Do you wish to 
profit by it ? " 

From the day the second street 
in New York was opened the 
same feeling existed as exists to- 
day — the desire to be in the 
settled part. 

It takes wise men (and they 
have multiplied rapidly) to grasp 
time by the forelock and invest 
when most folks hesitate. 
Many men, too, have been simply forced 
into prosperity because their early means com- 
pelled them to buy home sites in the new sec- 
Wealth tions, where land was cheap. In a few years 


FounJer of the Astor 
family, whnse entire for- 
tune was made in New 
Yoric realty. The ground 
occupied by Astor House, 
between Vesey and Bar- 
clay streets, was valued 
in I7ZO at Sz,ooo, Bought 
by Astor in four deeds, 
between lSoo-'j4, for 
Jl50,ooo. Now assessed 
at 5z,ooo,°coi easily 
worth 5t,ooo,ooo; and 
not for sale at any priee. 
Astor died worth ;?Z5,- 

Often Forced 
on Men. 

these investors found their tracts worth two or 
three times the original investment ; and the 
wisest of them promptly acquired more land in 
still newer sections of the city, to again ex- 
perience the same benefits and become wealthy 
without a stroke of work on their part ; only 

j ust the exercise of a little common sense, fore- 
thought and patience. 

Most everybody will say : ■■ Why, of course, a Common 
New York was bound to grow ; I, too, would ^^out 
have invested in the early days, before prices Opportum- 
soared beyond me." 

Your reasoning seems sensible, but a hundred 
to one you are wrong in your conclusion. 

Had you been alive and grown up in the 
early years of the last century you would have 
been just as skeptical about New York's rise in 
values as you are, possibly, skeptical to-day. 

No farther back than 1803 the present New 

York City Hall was built on the section bounded 

on one side by Broadway, and running from 

Park Place to Chambers Street. So far north 

was this of the actual settlement of the city 

at that period that the City Fathers planned a 

remarkable saving. 

They decided to construct the building of Blindness of 
- .,.,,., City Fathers 

Stone on the east, west and south sides which in 1803. 

faced the settled sections, or would face them 
some time in the distant future. For the north 
side, they said, stucco or plaster was good 
enough, because, to their minds, there never 
would be any large number of buildings north 
of City Hall ; at least not while the hall re- 

And the edifice was erected on these ideas, 
and only a few years ago was the stucco re- 
placed by stone on the north side, to corres- 
pond to the others. 

Glance again at the map, and taking Cham- 
bers Street for the first boundary line north of 
City Hall, follow up the solid mass of streets to 

Page 3 

Page 4 

space at left and above, which made a pleasing variation from the usual set style ; the third and 
fourth pages with a single display head, " The Logic of Results," were set in 10 point Old Style 
Roman and devoted to a brief review of the great strides made by the publication during the 
previous year or two. 

Then began the special testimonials feature, consisting of nine pages — a page to each testi- 
monial ; four pages from such celebrities as Bishop Potter, Helen Gould, Senator Beveridge and 
Ella Wheeler Wilcox, who testified for the literary quality of the magazine, and these were followed 
with five testimonials from well known advertisers who had found the publication a wonderful 
business puller. The two last pages were blank. Impress upon your mind a 16-page booklet 
printed in the most elaborate manner on the finest coated book paper, with heavy cover, two-color 
printing throughout, and with only nine testimonials. Quite a shock to the average advertiser 
who would have had a bad turn when called upon to pay the engraver and artist 1 100.00 in addi- 
tion to Si 24.63 for 4000 booklets, plus $25.00 or $50.00 for the services of an advertising expert. 

But the brevity made it possible to produce a booklet of marvelous effect. One page — with 



Investors the 
Couldn't See 


Faith in 
Wild Land. 

extreme upper end of the island 
solidly built up and densely populated. 

Think what a grand reward 
was in store for investors of the 
period when City Hall was built! 
But the great farms ot that day 
to the north remained farms for 
years, because most people be- 
lieved the City Fathers, whose 
wisdom was called great. 

Then the John Jacob Astors 
and the Stuyvesants and the 
other wise ones had the gift of 
prophecy. They invested their 
surpluses in land that nobody 
else thought anything about — 
land to the north, mostly. 

.'\nd the City followed them 
at a merry pace. By the time a 
new section had been covered 
with buildings, THEN timid 
investors woke up — only to 
find prices up. 

The trouble fifty or a hundred 
years ago was the same trouble that afflicts 
men now, and it is this : most people cannot 
see the marching line of the building brigade. 
Here's one example of wisdom : Years ago, 
when that great stretch of land known as 
Central Park was a barren, rocky waste, and 
miles from the city proper, an uncle of the 
writer's, Mr. James Phalen, invested several 
thousand in it — and waited. 

It wasn't so very long he had to wait, either. 
The upward march of the city showed that 


Owned immense land 
tracts in New York be- 
tween l8jo and *50, and 
died in Paris in l8S8 
worth about $lo,ooo,cco. 
Made over a million dol- 
lars alone in wild land 
which he sold the City to 
convert into Central Park, 

some day the whole of Manhattan Island might 
be built up — it wasn't really certain to most 

■ , • ■ Made 

folk. At any rate, the public deemed it wise $1,000,000 
to provide before too late a public park for Bo'ght'for 

the multitudes, and when Mr. Phalen had Central 

closed out to the city he was richer by a 

million or more. 

While we are lingering on the memories of 

Union Square, it may be well to note that when union 

Mr. William C. Demorest, President of Realty f,''"^"''. 

' Memories. 

Trust, one of the largest realty companies in 
New York, was a boy he lived on Fourteenth 
Street, which was then a street of fine resi- 
dences. There his father, the late W. Jennings 
Demorest, noted throughout the country as pub- 
lisher of Demorest' s Magazine, finally erected a 
store and office building, thereby bringing down 
upon his devoted head the angry feelings of his 

Yet a few years later hardly a dwelling house 

remained. The demand for business buildings „ 

° Business 

kept pushing farther and farther to the north- Buildings 
ward, just as the pioneer home seekers in the 
years back had encroached on the original do- 
mains of mother earth. Even no longer back 
than the time when Mr. Demorest, Senior, was 
a boy himself, he lived in what was then the 
residential part of the city about Canal Street, 
and made frequent excursions " into the coun- 
try," to shoot yellow birds, in what later 
became Union Square. 

And all these happenings almost within the 
memory of the present generation ! 

If the story of New York City's growth is 
long, yet it is interesting, and every breath that 

Page 5 

Page O 

Bishop Potter's testimonial — will show the plan. In the upper left hand — being on the outer side 
of an even-numbered page — was a i^^s-inch oval half-tone of the Bishop, with his full name in 
three short display lines in 12 point, within three-quarters of an Inch at right of portrait. Then 
came the five-line commendation of only twenty-one words, set in two-inch measure, which left a 
half-inch white margin at each side and about twice as much space above and below. In the lower 
left hand was a half-tone of a cathedral, which represents the Bishop's vocation. Directly adjoin- 
ing at the right in i^-inch measure were seven lines of comment by the publishers in 6 point 
Old Style Roman. 

On the odd pages the illustrations were reversed, and in each instance a representation ot busi- 
ness was provided. The testimonials varied from two to a dozen lines, and they left or filled the 
blank space in the center accordingly. 

Now here was a booklet that anyone could read in ten minutes, and yet so catchy and artistic 
that not one in a hundred would think of throwing it away the moment it was opened. Ot course, 
treatment of this sort necessitates good testimonials from representative people. Photograph on 




Known to history as 
the great philanthropist, 
and died worth millions. 
Among his prominent 
holdings was the ground 
occupied by Cooper 
Union at 8th Street and 
Third Avenue, which he 
bought in 1850 for $25,- 
000 — seventeen lots. In 
1901, value over 51,000,- 

A Big Jump 
in Values. 

recites it must recount the piling up of gold and 

fortune, gained through the giant strides of 

civilization and the enormous 

doubling of population every 

few years. 

You have, doubtless, heard of 
the old jibes directed against the 
" Harlemite " who lived "in 
the country" fifteen or twenty 
years ago, where property was 
cheap, just as it is cheap some- 
where else now — in sections of 
the Boroughs of Kings, Queens 
and Richmond (all Greater New 
York), for instance. 

Where I32d Street marks 
the map, a farm of 125 acres 
was cut up into building lots 
and sold for a few hundred dol- 
lars each. To-day this same 
part of the Harlem end of Man- 
hattan tells another story — 
$20,000 apiece for the ordi- 
nary lots, and from $60,000 
up to $180,000 for the more favored locations. 
And all in the present generation, too ; re- 
member that ! 

To do faint justice to New York's marvelous 
growth, and the natural accumulation of the 
millions and millions of dollars of profits as a 
natural sequence, would require years of one 
man's time. 

Every foot of ground from the Battery, where 
the Indians left their footprints, when they sold 
the island for less than the price of a decent suit 

Fortunes are 
Made by 

Land that 
Can't be Had 

of clothes, has been plastered over and over 
again with fabulous profits gained by — 


To-day, Manhattan is completely built up, 
properly speaking. What's left can only be 
utilized by millionaires with unlimited means for 
indulging in palatial luxury. 

The tax sheets reveal nothing of the real 
value, for scores of realty holdings right in the 
business sections of New York are beyond man's 
ability to buy. Many of the big stores you 
are familiar with as landmarks of the great city 
are merely standing on rented ground. 

Do you realize what this means } 

It means that the owners value the land at 

prices beyond ordinary conception, and that as 

a result they are unwilling to name figures, or, for Love or 

in tact, sell at all. But they are willing to lease 

the ground for, say, ninety-nine years and let 
business men erect at their own expense million- 
dollar buildings to do business in. 

The old A. T. Stewart store, occupying a 
block square on Broadway, Fourth Avenue, 
Ninth and Tenth streets — now used by John 
Wanamaker — stands on leased ground. It is 
owned by the Sailors' Snug Harbor, a benevo- 
lent association, whose home occupies a large sec- 
tion of Staten Island and has an enormous income, 
all supported by the leasing of its New York 
City real estate. A large part of the great income 
of Columbia College, and other similar institu- 
tions, is derived fi'om the same source — ground 
rents. As a matter of fact the rentals referred to 
are so enormous that thev more than provide for 

Page 7 

Page 8 

your brain this fact : it isn't commonplace quantity, but orignal brevity that counts in the special 

The Primer occupies a peculiar place in advertising literature. Originally it was intended to 
give an elementary education on the merits or uses of a given product. For example, the manu- 
facturers of oil want to show uses for the several grades. Ordinary hot air text that merely harps 
on the general superiority of the product is out of place in the primer, for this isn't educational. 
But a primer on locomotive oil, another on stationary engine oil, etc., brings before each class that 
which specially appeals to it. Again, a primer which shows that it isn't the price per gallon but 
rather the saving in unnecessary friction, that makes an oil cheapest, followed by a chatty recital 
of tests, cannot fail in its mission. 

Within the past few years, however, the diminutive little primer has been employed simply to 
harangue recipients, and being almost wholly devoid of any educational or thought-stimulative 
qualities, it failed to be worth its postage, which accounts for its going out of fashion. But when 
properly written and illustrated, the primer is a splendid investment. 





Colonial Governor of 
New York, and quite a 
*' scold " when occasion 
required. In 1707 bought 
land of his father in 17th 
Ward — nine blocks — for 
** 10 shillings and natural 
love." Peter's grand- 
father paid Si^$oo in 1698 
for 100 acres, tiom which 
the nine blocks were 
taken. Property to-day 
worth Jz8,ooo,oc». The 
Stuyvesant family owns 
millions in realty. 

The Astor 


Never Sells. 

needs — e.\cept the need of accumulation. 
Nobody ever gets enough of that. 

Everybody has associated the 
familiar name of Astor with New 
York as its wealthiest citizen. 
Since the days of John Jacob 
Astor, the elder, the family has 
multiplied, and is to-day repre- 
sented chiefly by William Wal- 
dorf and John Jacob Astor. No 
less an authority than Henry 
Clews, the celebrated banker, 
has estimated the present wealth 
of the two Astor branches at 
$275,000,000 — all made by 
real estate investment. 

The New Tori World says : 

** Four generations of Astors have 

had a fixed policy — *An Astor sells 

no land.' John Jacob Astor, the first, 

bought a lot on the Bowery, near 

Elizabeth Street, for ^25 j twenty years 

later he had ^250,000 in realty, and 

this represents the source of all the 

money that all the Astors have made. 

As the profits from ground rents have 

grown they have been invested in more 

Manhattan real estate, and year by 

year the Astor fortune has steadily grown at a rate of 

19 per cent, per annum." 

Mr. Clews estimates that sixty years hence 
this vast family property will easily be worth the 
colossal sum of 1^2,933,000,000 — nearly three 
billion dollars. 

Verily, the legend of Monte Cristo will be 
eclipsed and forgotten. 

But the Astors are not the only ones who 

have profited by opportunities open to all men 
in varying degrees. At least twenty New York 
estates, worth from ^(5, 000, 000 to $100,000,- 
000 each, have grown up in exactly the same 
manner upon the natural increase of land values. 

Take one more example, the Pell estate : 
Mr. Pell originally bought the corner of 34th 
Street and Broadway, in 1855, for only $10,- 
000. A little corner chunk was cut off a few 
years ago for widening the street, and the city 
willingly paid $50,000 for it. The balance, 
which was closed out the other dav, brought 
$375,000. For years the ground had been rented 
at very high rents, a condition which is seldom 
disturbed except when heirs want to settle up. 

Thus you see New York land values have 
soared beyond the wildest dreams of the opti- 
mist of fifty years ago, and they are soaring yet, 
and will continue to soar long after the genera- 
tion of to-day is numbered with things past. 

Even with the present high prices for property 
in the congested business localities of New York 
the limit there has been not nearly reached. 
Land in London's financial and business centers 
sells for pounds while New York gets only 
shillings per square foot. And New York is 
growing faster in proportion to London. 
' Another FACT presents itself: 

The day for the shrewd operator beginning 
with small capital to amass a fortune in the 
purchase and sale of real estate on Manhattan 
Island has passed. 

No doubt about that. Manhattan Island is 
now open only to syndicates and millionaires, 
who command large sums ot ready money. 

A Study in 


$10,000 to 
$425,000 in 

Ne^v York 



Fage 9 

Page 10 

The "Power of Wheels," herewith reproduced in full, shows what can be accomplished. 
Practically all the wheel publications, especially Sporting Life, declared it was the greatest piece of 
wheel literature ever issued. This was more of a mid-summer inspiration with me than anything 
else, for I conceived the thing on a particularly sleepy afternoon in June and had it ready for the 
printer in about twenty minutes. It doesn't pay to let an idea getaway — nail it on the spot. 
The first edition of 50,000, without illustrations, melted away in the agents' hands like snow at 
the Equator. I then had illustrations made, and in the enlarged form about 200,000 more found 
new friends. 12 point is about the proper size type for text, and over 16 pages should be avoided. 
If a subject seems to require more pages, it is probable that it ought to be divided into two or 
more distinct primers, each being a specific chat on one feature. Almost every special feature of 
manufacture furnishes material for an effective primer. 

The object in reproducing the booklet " New York 1 626-1 901 " was to show how one of the 
dryest subjects can be made interesting. The original illustrations were half-tones, but it is only 
possible to here show line drawings, which do not affect the study value. I wrote the booklet for 



Jn the past tew months about twenty of such 
syndicates have formed companies to invest in 
New York reahy with a capitali- 
zation of nearly fifty millions of 

So the small operator has been 
pushed beyond the East River, 
and he must now look elsewhere 
in Greater New York for better 
inducements even than fell to 
the early Manhattan buvers. 

Brooklyn is the first natural 
outlet for congested New York, 
and it is actually much nearer 
Manhattan than the northerly 
parts of the island. 

Years ago this proximity be- 
came responsible for the build- 
ing up of the city, which lias 
grown and prospered year by 

When the original Brook. yn 

Bridge was completed, in 1880, 

the population gained enor.ious- 

ly — doubled in ten years, and propert" "'uad- 

rupled in value. Fulton Street, the main rusi- 

Original ness thoroughfare, skirted wheat and corn fields 

Brooklyn i i r rT--i i, . 

Bridge '^^s than torty years ago. The small tract of 

L^nd'^Vafuet '^"'^ ^' ^"''°" ^^'^ ^"""^ "'■«<='^' ^^"'"^h brought 

in g.^0,000, could not be had to-day at ;g 200,000. 
Ten Years, a 1 t^ 1 ^ ... 

A lot 25 X 100, at 440 Fulton Street, sold m 

1876 for $25,000 ; two years ago it found a 

quick buyer at g 130,000. 

These are not "picked" examples, but fair 

representations of actual conditions. 


The great railway mag- 
nate, wtio died wcnth 
nearly a hundred mil- 
lions, had many valuable 
tracts. The plots on 
Beekman and Nassau 
streets, occupied by Van- 
derbilt Building, sold in 
three parcels, between 
1785 and 1817, for $12,000; 
to-day worth ;f2,400,ooo. 

Page 11 

"If this is true, what about the property A Few 

next door ? you may ask. The plot No. 438 

Fulton Street sold for ;j22,5oo a few years 

back, and to-day, with a small three-story store 

on it, the annual rental is ^10,000. Almost 

50 per cent, on the original investment, and the 

owner would be foolish to part with it for 

$1 25,000. 

As a matter of fact, some of the best known 
men are the heaviest owners of Brooklyn realty, 
which is to-day the real magnet among operators. 

The fact that the new bridges and tunnels -what New 
are leading to Brooklyn and Queens is the chief r'^^ncis^"^ 
reason, for this new rapid transit is bound to '^'" ^°- 
cover Long Island with thousands of new homes 
yearly, until not a foot of ground is left. 

Yes, all eyes are on Brooklyn, which has in- 
creased in population 670,000 in a bare twenty 

Now, instead of o/ie inadequate bridge, we 
are shortly to have four, and two, possibly 
three, tunnels. 

Can you conceive what the effect will be 

when all these bridges and tunnels are ready and 

in running order .' And what helps Brooklyn also Benefits. 

helps the Boroughs of Kings and Queens, and, 

in fact, all of Long Island within fifty miles. 

Transit revolution is to be the father of count- 
less fortunes. 

Brooklyn now has few corn fields on its out- 
skirts, and they will soon be obliterated by 
buildings and pavements, and then the push will 
be beyond. 

What a great thing it would be if everybody's 
foresight was as good as their hindsight .' May 

Page 12 

a large real estate company that didn't want its name mentioned. The idea was to use it as the 
talk of an expert, but I deprecate this, since there is just as much interest in a good thing, no 
matter who prepares it. Any advertiser smart enough to get up interesting business literature will 
not lose by telling something to his advantage in connection. Note the side heads adjoining the 
text and it will show the value of sequence, beginning with the importance of real estate in securing 
lowest-rate loans, and followed with a reference to the original sale of Manhattan Island and about 
twenty-three other considerations of interest to investors. 

The student should hunt them out and digest each one separately, then study the connections. 

Follow-up Requirements. 

Mail order advertisers and others who depend on mailing booklets and other business litera- 
ture for some time, or until they succeed in eliciting replies, should carefully consider the whole 
system— before the first effort is even prepared. 

The question has often been asked if the advertiser should incorporate in one large catalogue 



be, though, nobody would be working, so 
Nature is probably W'ise in decreeing that some 
shall work for others and remain 
blind ; while others may enjoy 
the fruits of native shrewdness — 
and "SEE." 

Hundreds of merchants can 
be picked out at random all over 
the country who are forever 
thinking that some place they 
don't live in is the greatest on 
earth for making money. These 
men don't analyze causes, and 
the only thing that will make 
them see an error is the experi- 
ence of running buck up against 
it. In short, they can't seem 
to reason. 

Here we are to-day with new 
and improved conditions regard- 
ing New York real estate, and 
this is the way scores of business men will reason : 
" Oh, yes, lots are cheap in the outskirts of 
Brooklyn, Flushing or Staten Island, or else- 
where, but they will not enhance much in value 
in my time." 

And it is the mistake of their lives — depend 
upon it. 

Five Facts Here are five good, solid facts that a man 

for the ° ' 

Footboard, with a few dollars to invest should paste up at 

the foot of his bed, that he may see them each 

morning until he acts (scientists say our heads 

are clearer mornings): 

Fact I . The population of Greater New 

York is increasing at the rate of 50,000 a year. 


The land occupied by 
the great Lenox Library 
on Fifth Avenue, between 
71st and 7Zd streets, was 
taken by Mr. Lenox, in 
1811, for a debt of 5400. 
These lots arc to-day 
worth Jtl,aoo,ooo. 

One of the new Sub- 
ways being built by the 
City and the Pennsylva- 
nia Railroad. 

— faster than any other city in the world 
Fact 2. By far the heaviest increase is no v 
in the Boroughs of Kings (which 
includes Brooklyn) and Queens. 
Fact 3. Brooklyn has only 
about 5,000 acres of land left 
for available building, and, as 
about 1 ,000 acres a year are now 
being used up to furnish 5,000 
new families with homes, it fol- 
lows that in five years at most 
the early land speculator will be 
obliged to seek pastures new. 

Fact 4. The Borough of 
Queens is fast filling up to ac- 
commodate the influx to New 
York's business centers. Prop- 
erty here is bound to be a gold 
mine. It has been already, to 

a great extent. O"'*" S-°°° 

° _ Acres of 

Fact 5. Staten Island, Borough of Rich- Land in 
, . 1 • • i_ . Brool'lyn 

mond, has great thmgs m store; but even at Left for 

the extra low prices there now it will be some ^ "^ p'."|' 

little time before the millennium is reached — Years wm 

Exhaust It. 
though not so many years hence, either, con- 
sidering the staggering increase in the population 
of the Greater City. 

Another question is pertinent, when you have 
digested the previous ones, and it is this : 

If New York's population has grown from 60,- 
489 souls in I 800 to nearly 4,000,000 in 1 90 1 , 
what will the figures be even fifty years hence? 

The most thoughtful answer may be the 
wildest guess, and the present generation always 
makes fun of the last one. 

Page 13 

Page 14 

or prospectus practically everything to be presented, or whether a series of booklets should be 
employed, thus supplying the information on the installment plan. 

The answer depends upon circumstances and conditions. Where a concern like Sears, 
Roebuck & Co. deals in a complete line of goods embracing almost everything, undoubtedly a 
large standard catalog is an absolute necessity, but even this large house finds it advisable to issue 
supplementary catalogs on specific lines, such as sewing machines, household remedies, etc. The 
main catalog of course is fairly complete on everything, but it is generally impossible here to go 
into the extended detail that properly finds place in the special catalog. 

Where an advertiser has but one or two articles to sell, then the question arises as to the 
advisability of one catalog or booklet, or several. In other words, is it best to print say a 64-page 
work or one only half the size, followed by perhaps two 16-page booklets? One thing is to be 
said In favor of the single large effort — it has a great big look that often impresses the recipient. 
On the other hand, it is possible to thus produce a heaviness which may, and frequently does, militate 
against a careful reading, especially where but one thing is treated. 



Quicklv scan the increases of the past century 

by decades — perhaps we will get some courage 

and something to work on : 

^ 1800, 60,489 ; 1810 ; 96,- 

373 ; 1820, 123,706 ; 1830, 
202,589; 1840, 312,710; 
1850; 515,547 ; i»6o, 813,- 
669; 1870, 942,292; 1880, 
1,206,299 ; '890. i.5'5'3°'. 
and when Greater New York 
was formed in 1900, the popu- 
lations of the boroughs added to 
Manhattan's gain for the pre- 
vious ten years, swelled the 
grand total to over 3,000,000, 
while to-day it is perilously near 
the 4,000,000 mark. 

Shall we say a population of 
10,000,000 in 1950? 

Remember that the present 
attainments have been reached 
without the wonderful improve- 
New York's ments in transportation facilities with which we are 


now being blessed, and which have hardly begun. 

Horse and cable street cars are replaced with 
electricity, which motive power will supersede 
steam, both on surface and L roads ; and instead 
of slow, snail-like travel we shall go whizzing 
through our tunnels and our subways and over 
distant fields at a pace that whittles away time a 
half — that takes five miles from ten. 

Five years hence will all but do this, when 
all parts of New York and near-by Jersey will 
touch elbows by minutes — five and ten mile 
circles will have no meaning. 


Among Mr. Eno's large 
realty hoKiings was part of 
the "Flaliron" plot at lid 
Street and Fifth Avenue, 
bought in 1853 for$j5,cooj 
balance secured by others 
for$j2,ooo. Whole tract 
brought fl ,6oo,oooin igoo. 
A " sky scraper " is being 
erected, the end facing zjd 
Street, measuring only two 
feet in width. 

will be 

Ten Millions 

in Fifty 



And as every new spike is driven for greater 
civilization we shall see New York realty go 
bounding skyward, never to come 
down. Out and beyond the 
present range of vision new 
tracts will be opened on the 
skirts of the old, and the sto- 
ries of fortunes gained will con- 
continue to multiply. 

Another question for you to 
ask : 

" What other evidence — 
FACTS — can be suggested 
to convince me that the out- 
lying districts, now for sale 
cheap, are likely to rise much 
higher in the near future ? ' ' 

And the answer is : Property 
which was much lower a few 
years ago, which has steadily 
been on the move ever since, 
cannot stand still now that the 
Greater City is on the threshold of the wide- 
open door to increased prosperity and increased 
rapid transit. 

Read more signs : 

In I 892, lots in that section of Brooklyn 
known as West Brooklyn sold for $250 apiece ; 
they are in greater demand to-day at ^800. 

In 1892, lots at Louona Park, Corona, 
brought $90 ; to-day they will cost you J400. 
A fine example of a real new section going beg- 
ging to a few shrewd investors. Result : double 
the profits over the older Brooklyn section. 


The New York Herald 
Building. owned by James 
Gordon Bennctl, stands on 
leased ground at J4th 
Street and Broadway — 
Herald Square. Bougiit in 
1791 for 5400; resold in 
184; for less than ;f lo.oco, 
and now owned by Amer- 
man Estate. Value, gi,- 

Go by 
the Signs. 

Page 15 

Page 16 

Again, if all the powder is put into a single charge, there is nothing left for the follow up, and 
it is seldom good policy to continue mailing circular letters with no interesting literature to accom- 
pany them. Probably the ideal plan is to follow up with good booklets that supplement the 
original literature. 

The world is rapidly growing to an appreciation of things specific, and a series of booklets 
afford abundant opportunity for several cover designs instead of one. This refers to the possibili- 
ties of a single product. Of course where a refrigerator manufacturer has a number of lines such 
as specially built boxes for hotels, cold storage for large produce dealers, etc., in addition to thj 
ready made family product, then it would be folly to mail a large catalog containing a preponder- 
ance of matter that could not interest the average reader. The general catalog should devote a 
page or two to the special products, not forgetting to mention that those interested can secure 
special catalogs on request. 

As variety is becoming more and more a factor in advertising it will pay to study effects where 
the mail system is employed. For example, an advertiser will find a 24-page catalog on mattresses, 



In 1894, lots at Ingleside, Flushing, brought 

Even Jersey .,,./' j 

Feels $200 apiece when this nne tract was opened 
the Impulse. ^p f^^ building ; scarce to-day 

at S500. 

Lots at Tottenville, Staten 
Island, which sold slowly a few 
vears ago at §90 each, are 
easily sold to-day at $250 to 
S3 00. 

Or take Jersey, say, at Ave- 
nel ; lots have felt the effects of 
close proximity to New York, 
and, as a consequence, the ^50 
plots of a few years back are 
now commanding $850 each. 
Makes realty transactions right 
in Greater New York seem 
about as sure as sunrise and 

As a matter of fact, one can 
almost choose locations blind- 
folded, though, of course, quick- 
er profits will be gained by studying the signs. 
Look about, consult the maps, and see where 
the new bridges are going, where the network 
of new electric lines are reaching, where the tun- 
nels will land you — then hesitate, if you want 
to lose quick profits. 

And while thinking about these matters, re- 
Think of " 

This, member that the almost stupendous sum total of 

$90,000,000 is now being spent for improve- 
ments by the City of New York and the Penn- 
sylvania Railroad Company (the latter having 
acquired the Long Island Road, simply for the 
purpose of improved transportation), to enable 


In iS79-'8l he bought 
the plots on Beekman 
Street, where Temple 
Court stands, for $285,000, 
To.da\ worth $1,500,000. 
Acquired, !.■'. 1764-'9I, by 
the Mercantile Library for 


Erected in 1880, which 
doubled Brooklyn's pop- 
ulation in 10 years and 
quadrupled property val- 

us all to do business in the heart of Manhattan, iy*"" 


and when the day's labor is over to skip home, YearsEarncd 

five or ten miles distant, in a 


This is no dream, but, in- 
stead, the well-matured plans of 
wise men, who see the immedi- 
ate needs of the future. The 
work is going on. 

When we recall a short twelve 
years, to the period when the 
old Martense farm in Brooklyn 
was first cut up and offered to 
the public at a price per acre 
which is less than small 20 x 
100 lots now command, we 
must admit that something is 
responsible for the result. 

And that "something" is 
the constant development of the 
greatest municipal empire on 
earth — the empire that controls 
America, and will soon domi- 
nate the finances of every country on earth, 
as it is doing already to a great extent. 

That empire is Greater New York — the The City 

paradise of the man who wants to make one '!]* „ "'.^^^ 
r the Earth. 

dollar earn two in the safest and quickest way — 
in suburban real estate. 

One of the three new 
Brooklyn Bridges, now 
Hearing completion. 

Page 17 

I'age 18 

with perhaps the addition of a leaflet or two showing some late testimonials, etc., a good starter in 
connection with the first letter. A month later perhaps when the second letter goes out, an 8-page 
booklet of unique design, and smaller than the first, will do good work, while a 4-page leaflet 
printed in the best style, and also containing additional facts, will make a good consort to a third 
letter. This is a mere hint, and is to open for consideration the efiicacy of continued effort. 

I have noticed a tendency among certain advertisers to follow this plan of serial booklets, but 
in many instances they have adhered to a set style, instead of departing from it as they should. 
Right here is a good place to say that the old-fogy idea of adopting one central idea and never 
deviating from it is unworthy of the present age, when applied to business literature. A trade 
mark is a different proposition, but even this useful adjunct may be overdone, especially where it 
is plastered on everything. There is no possible advantage in having a " sameness," with the idea 
that every time a 4 x 5 yellow-covered booklet falls into a person's hands the value will be enhanced 
because some quickly seen peculiarity of design, type or trade mark suggests Brown's Pianos or 
Smith's Furniture. Variety in size, shape, color and design is far better. 

Mediums— Their Use and Rates 

Old experienced advertisers need little or no advice as to the selection of newspapers, maga- 
zines, etc., since they have passed the preliminary stages and make this feature a constant study in 
adding new and weeding out old publications. 

The mail order advertiser with keyed ads. cannot be fooled very long, no matter how great 
may be the claims of publishers and solicitors. If good copy fails to pull in a given medium, it is 
evidence enough for discontinuance, especially if the same ads. pay in similar other mediums. 

But new advertisers, especially those who have no recourse to keyed ads., must study the 
situation carefully, endeavor to start right and continue to exercise vigilance. 

At the start every novice in advertising should bear in mind that careful experimentation is 
necessary, because no matter how successful others in the same line may be, it by no means 
follows that the newcomer can take the same amount of space in the same way and accomplish 
identical results. 

Oftentimes, the particular advertising a certain concern is doing would be wasteful extrava- 
gance on the part of the new advertiser. Again, the latter may need to spend far greater sums in 
a given publication than would be profitable for the old timer. It all depends on the circum- 
stances, and aside from following a few well known general rules already discussed, careful, yet 
persistent, experimentation is necessary. 

By having a more or less definite working plan, subject to correction and amendment, and 
faithfully sticking to the proposition until the experimental campaign has proven itself, possible 
failure will be minimized and success made probable. 

Local Papers. 

Begin local campaigns with one or two mediums — dailies if there are any. One unusually 
large ad. once or twice a week during the first month, with the regular size run between, will wake 
up interest, and good copy thereafter will retain it. If the store is large enough to warrant a 
six-mch space daily, one paper only may be selected — the leader. This will show results within 
two or three months, and often sooner, depending on attractiveness of offerings, copy and the 
pulling qualities of the paper. 

Weekly papers generally return better results by the use of large space. The advertiser who 
can profitably use six inches space in the daily should take at least twice as much in the weekly- 
A certain class of local advertisers, such as insurance agents, painters and decorators, etc., having 
no merchandise for sale, cannot use much space, and the brief chatty ad. of two or three inches 
e. o. d. in the daily, and same space in the weekly will be sufficient. The real estate dealer ought 
to use as much space as a merchant, each property being assigned a small section, with illustrations 
when possible. 

Don't forget to work up to the limit, for the ability to use i,ooo inches in a year means the lowest 
possible rates. Many dailies of 6,000 circulation will sell bulk space at only loc. to 15c. per inch. 

A safe general rule for any new advertiser is to set aside say 10 per cent, of last year's profits 
for the next twelve months' advertising. Look upon it as an investment pure and simple, and 
don't EXPECT more than you would from the same amount invested in other ventures. 
I500.00 a year in a savings bank returns only from :^ 15.00 to $20.00 a year interest. Invest this 
in good advertising, back it up with good goods and business attention, and 100 per cent, is not 

Of course there must be a field. If the dealer monopolizes all the local trade in his line, or 
is located in a small village, then little or no advertising is necessary, but in every live centre, 
where competition and growing population combine to make it worth the while to reach out for 
more trade, here the snappy business man has everything to gain by the proper use of local papers. 




The small town dealer should occasionally employ neatly printed circulars for mailing to a 
list of home owners living in adjoining towns. In this way a drive on some special things will be 
pretty sure to bring people into the store and send them away with arms full. Advertising is a 
specific cure for business stagnation and dry rot. 

I am frequently asked how the local advertiser can tell whether a certain paper pays, since 
there is no opportunity to key ads. Try bargains in one paper only and the special prices and 
sales will settle the question. Keep a sharp eye on papers, and where one gives evidence of 
deteriorating, a test as suggested will determine worth. Use the leaders liberally and don't be 
hypnotized into cutting up an appropriation so that each paper good and bad gets about the same. 

National Publications. 

Before quoting advertising rates asked by magazines and National mediums, I want to say a 
word about spreading from the local to the National field. Medical houses find 95 per cent, of 
their sales come through local dailies, and consequently they use little space in mediums of general 
circulation. Food products and other specialties that any live dealer can sell to some extent 
without advertising often get best results from magazines, etc. The latter are particularly good 
for retaining an established business. Probably the first good results of the magazine are due to 
the sole effect on the dealer, who is impressed with attractive advertisements. Magazine work, 
however, is slow on most staples, whereas, the live local daily can make a reputation in a week or 
month, because of the quick touch with everybody in town plus large space possibilities. Both 
classes of mediums are therefore good, and their adaptability should be considered under various 

Advertising Rates of Leading National Publications. 

Students and others who are studying advertising cost can procure rate cards by addressing a 
request to the publications. For this purpose a good Newspaper Directory will be found invalu- 
able, giving circulation, population, location, distance from large nearby cities, etc. 

The American Newspaper Directory, published by Geo. P. Rowell & Co., 10 Spruce St., 
New York, and Ayer's Directory, published by N. W. Ayer & Son, 300 Chestnut St., Philadel- 
phia, are both good works, the former being considered standard. 

As rates are subject to change at any time, no particular good can result from a lengthy table 
of rates in this book, but I give herewith enough to enable the reader to judge something of the 
cost of National publications. 

Years ago a basis of half-a-cent-a-line per 1000 circulation was considered cheap, but with an 
increasing number of magazines at a reduction of publication expense, this ratio is now far from 
standard. Large Metropolitan dailies. National in scope, like the New York American & 
Journal, often sell space for as little as 2V of a cent per line per 1000 circulation, but of course a 
monthly magazine cannot meet this rate, nor can many dailies. It is not unusual, however, for a 
magazine when piling up a large increased circulation, to give a rate as low as one-fifth of a cent 
per line per 1000 circulation, or 50 cents per page per 1000. Rates of a few well known magazines : 

Ainslee's Magazine.. 



Century Magazine. . . 


Everybody's Magazine. 
Good Housekeeping . 
Harper's Magazine . . 


Detroit . . . , 
New Yotk , 

Springfield, Mass. 
New York 


Page Rate 

Line Rate 

























Leslie's Monthly. . . . 
McClure's Magazine. 
Munsey's Magazine . 
Pearson's Magazine. . 
Physical Culture. . . . 
Popular Magazine. . . 
Review of Reviews . . 

Circulation Page Rate Line Rate 

New York , 


I ;o.oo 

Si. 40 
3 00 
1. 00 

The rates of leading National weeklies and monthlies are as follows : Saturday Evening Post, Philadelphia, 700,000, 
$3 per line ; Ladies' Home Journal, Philadelphia, 1,000,000, $6 per line ; Woman's Home Companion, Springfield, O., 
450,000, $2 per line ; Collier's Weekly, New York, 500,000, ^2.25 per line ; Leslie's Weekly, New York, 100,000, 50c. 
per line ; Puck, New York, 55,000, |i per line. 

Drawings and En^ravin^s 

Effect of 

Illustrations, Photographs and 
Styles of Drawings, Pencil 
Sketches, En^ravin^s, Electro- 
types and Stereotypes, and 
Their Cost : : : : 

The importance of illustrations in advertising has been sufficiently impressed throughout this 
book, and as a parting admonition I merely wish to urge advertisers to be liberal in this respect, 
and not attempt a saving simply because drawings and engravings are " so much extra. " 

I have known able business men to pay 25 per cent, extra for a preferred position in a publi- 
cation and then become frightened at the prospect of only 10 per cent, additional for an illustration 
that would double the pulling power of the advertisement itself. 

It is only necessary to appreciate the wonderful effect of pictures and cartoons in general to 
get a fair idea as to the power of the properly illustrated ad. Pictures have driven thieves from 
power and disrupted political parties. Pictures have educated ignorant people and turned bad 
men mto righteous paths. Pictures have moulded public opinion and created sentiment, where 
mere words would have utterly failed, and all because they are able to tell the story at a glance, 
and photograph it on the brain. 

All this, however, relates to pictures that epitomize the subject and are pertinent to it. 

Applied to advertising, the pat illustration wields great power, but unfortunately, a large 
proporton of advertisers have not yet learned that the illustration that illustrates neither point nor 
product is worse than nothing, and wholly unfit for publicity purposes. 

It therefore behooves the advertiser to use original illustrations that will attract and emphasize 
the text matter, and to persist in them, not only in his periodical advertisements, but also in book- 
let, circular and leaflet matter. I say original illustrations, because every business is important 
enough to warrant it, and because the adoption of stock cuts that are peddled over the country 
and used by hundreds means staleness and crudeness. It is generally impossible to get ready-made 
illustrations to fit. 

With these facts impressed, the next thing is some knowledge as to the methods employed in 
producing illustrations. 

A Drawing or Photograph the First Necessity. 

Before an engraving can be made it is necessary to have a drawing or photo that can be 
photographed directly on the plate to be engraved. This applies to the modern photo engraving 
process, which has almost wholly superseded the older wood cut, and therefore the latter need not 
be considered at this time. 

Pen and Ink Drawings for Zinc Etchings are made by the artist in many styles, such as 
the Outline as per Specimens No. 20, 21, 31, 32, etc., the Shade as in No. 9, 30, etc., the Sil- 
houette in No. 6, and so on. There are also many other styles of pen and ink drawings, 
including Spatter, Crayon, etc., while still another effect is produced by drawing the design on 
Ross paper. The latter is specially manufactured cardboard with fine lines in many different 
patterns, which show a figured or shaded background instead of the usual white ground as when 
drawn on ordinary white cardboard. 

The Ross paper effect often resembles the fine mesh background of the Half-Tone plate, as 
may be noted in the frontispiece portrait design surrounding the oval portrait in this book. The 
fine horizontal lines have a similar appearance to the perpendicular ones shown around the head 



and shoulders, although the latter is not the regular half-tone effect, being specially re-engraved 
after the half-tone portrait plate was made. Note that the black border was drawn around and 
into the Ross paper, and the artist stopped off some of the Ross ground by brushing over China 
white, otherwise this ground effect would show close up to the border. 

The pen and ink drawing is the simplest form, and is necessary for making the Zinc 
Etching. Special pen lettering is merely pen work on a drawing. A zinc plate can not be made 
from a model or photograph, but first necessitates a pen drawing. 

Brush and Wash Drawings and Photographs 

are prepared for making Half-Tone plates. An ordinary photograph may be used, or it may be 
copied by the artist with the aid of brush and pen, and this gives a finer art effect. By aid of the 
brush those shades and " tones " are produced that are not unlike beautiful clouds. 

All photographs produce better half-tone plates when touched up by the artist, who is able to 
lighten deep, black shadows and tone each imperfectly left in the average photo. Machinery 
photos intended to show detail need this touching up, and oftentimes, where expense is not con- 
sidered, the finished plate is tooled out or retouched by an engraver. 

A brush drawing or photo cannot be used for a Zinc plate, as the latter is an open back- 
ground, whereas the Half-Tone has a mesh or clouded background. For a zinc job the photo or 
brush work must first be copied by the artist in an open pen- and ink drawing. A Half-Tone 
engraving may be distinguished by its background. All my portraits are of this type. By taking 
a powerful reading glass the fine mesh in a Half-Tone looks like net work. Fine paper admits 
of a fine screen for background, but daily paper stock requires a very coarse mesh. The fineness 
depends on the number of lines to the square inch, varying from say 70 to 170. 

The half-tone is hardly adapted to daily paperwork, as the mesh background generally fills 
up with ink, even when a coarse screen is used in making the plate. It is largely used for this 
class of work because it does not have to be re-drawn, as would be the case were a pen and ink 
sketch prepared for a zinc plate. 

Pencil Sketches and Cost of Drawings. 

Artists will first pencil out your ideas and roughly show them before applying pen or brush. 
This avoids errors. There is no extra charge if final drawing is ordered. 

Pen and Ink Drawings vary in price, according to labor involved. Specimens No. 31, 32, 
etc., were ^10 each; No. 25 and 37 were |8 each without wheels ; No. 38 is worth from $3 to $5. 
Simple drawings like No. 9 can be had at a $1, or possibly less in quantity if artist is not famous. 

Brush or Wash Drawings run to all figures. It is nothing uncommon to pay $100 for a fine 
job. An average magazine page design is about $15 to $25. 

Cost of En^ravin^s. 

Zinc Etchings vary from 5c. to 8c. per square inch, no job less than 50c. 

Half-Tones vary from 12c. to 25c. per square inch, no charge less than $1.50 as a rule. A 
combination Half-Tone and Zinc plate, if separately made and then blocked together, is charged 
at both rates, but in the case of my frontispiece portrait in this book, the pen and ink sketch 
and photo were made at one time, the charge being loc. per square inch for the former and 
half-tone rate for the latter. 

Electrotypes and Stereotypes are copies of original Zinc or Half-Tone plates. The former 
is now universally used save by daily papers, where the quick stereotype is necessary. An Elec- 
trotype of a Zinc Etching is equal to the original plate, and is cheaper, but the best results will 
always be obtained by using original half-tones. Most magazines ask for these instead of 

Cyclopedia of Retail and 
Local Advertisements 


Over 1000 Selections For All Leading Lines 
and For Every-day Use 

The advertisements in this collection are for two purposes — furnishing ready-made copy for 
those who haven't time to think and write for themselves, and supplying material for students 
who are frequently called upon to prepare on short notice ads. for lines they are not familiar with. 

Nos. I to 1 8 show complete ads. as run for a well known New York advertiser, and while 
in some respects they are defective or extravagant in illustration and over-paragraphing, yet as a 
whole they are far superior to most other small ads. found in daily papers. For example, the 
illustration of No. I2 is deceptive, and might easily be taken for an ice ad. No. 15 partakes 
more of the juggler than of clothing, while No. 18 conveys no impression at all. The saving 
feature with this sort of work is open, chatty text, and as the Rogers, Peet style has come to be 
recognized almost at a glance, readers are not likely to be deceived with inappropriate illustrative 
ideas. Still, pertinent cuts would be better. Nos. 2, 3, 5 and 6 are especially suggestive in showing 
how unique illustrations can be made up from the goods advertised. Nos. 19 to 38 are set in 
small type, but the originals were complete in r2-point Old Style Roman and with illustrations. 

Many of the ads. in this large collection were written by my former students, while others 
came from daily papers in various parts of the country. In the matter of display it will be seen 
that my rule of something specific and directly indicative of the text has been ignored by many 
who have never realized the importance of it. Take No. 157 for instance : Here the display of 
price alone weakens the ad., since $38 may be high for some things, while low for a high-grade 
wagon. A couple of paragraphs and a display something like this would be better: " $38 For a 
High-Grade Delivery Wagon." This is likely to catch the attention of a store keeper, who 
might see nothing in the mere price alone. Nos. 161, 196, 378 and others are also improperly 
displayed, and would be more effective if made instantly clear to the casual observer. 

As I have said in another department, where an illustration of the goods is shown, then in- 
direct display can often be used. 

The object in setting the ads. in this department in small type was simply to concentrate and 
save valuable room. When used, they should of course be set the usual size and have illustra- 
tions when possible. The general absence of paragraphing should be remedied. 

A closing word about re-writing these ads. The druggist, for example, may secure inspira- 
tion from a shoe ad., and it is always a good plan to study the phraseology of other lines. No. 
59 might read: " No one went thirsty yesterday — our soda was it on relief. We've still plenty 
left, and more hot days to come." 

Whenever particularly good text matter is noted in any ad., no matter what the line of busi- 
ness may be, it is a good plan to analyze it carefully. Then endeavor to apply the inspiration to 
your own requirements. Mere copying is not advisable if you intend to become a good ad. writer, 
but the key note may be employed which, added to your own efforts, will result in more and more 
skill as time advances. 

This work of incorporating the good features of other writers' text matter gives needed prac- 
tice, and it will not be long before ideas and expressions of your own will come easier and with 
more frequency, after which the individual style may be looked for as a regular thing. 



No. 1 


No. 3 

Every chilly gust carries 
down conviction that Fall over- 
coats are good things. 

Ours certainly are, good 
styles and good stuffs. 

$15 to $42. 

Quarter sized collars have 
solved the problem of getting 
collars that fit comfortably, 
without the expense of having 
them made to order. 

A quarter each or two for a 

Rogers, Peet & Company, 
New York. 

No. 3 

The sale scarfs are on the 
run, but haven't all got away 

8000 four-in-hands to start 
with yesterday — the result of 
our taking the remnants of a 
busy season off the hands of a 
big scarf maker. 

Nothing less than 50 cent 

25 cents. 

Rogers, Peet & Company, 
New York. 

Our whole stock of straw hats 
is too big- for one bite — even 
when it's all marked down to 
$1.75; though a majority of 
them are $3, $3.50 and $4 

So even after yesterday's sell- 
ing there are plenty left in all 


Boys' straws marked down 

Rogers, Peet & Company, 
New York. 

No. 4 


• .'. '"V 

Cuts that cut down the ex- 
pense of starting a boy in school. 
Boys' shoes: 

428 pairs, mostly calf and patent leather • prices 
ran up to $3.50. 
Si/.cs s!^ to 5'X, with heels ; $1.50. 
Sizes 8 to 2, spring heels ; $1.25". 

Boys' caps: 

600 cloth caps, nine-tenths of which were $1 and 

25 cents. 

Boys' stockings: 

475 dozen pairs, fast black and seamless cotton long 
stockings ; sizes 6 to 10. 
2 pairs for 25 cents. 

Rogers, Peet & Company, 
New York. 

No. 5 

It's easy to talk, as it's easy to walk, where you're 
sure 01 your ground. 

10,000 negligee shirts. 

All of the make that has 
made up most of our shirt 
stock for years — so it's easy to 
vouch for their making and fit. 

All at least $1.50 quality, 
with a considerable proportion 
of $2 shirts; and the few dozen 
$2.50 patterns left from a very 
busy season. 

85 cents. 

Rogers, Peet & Company, 
New York. 

No. 6 

Everything man and boy 
needs for wear over Sunday or 
any day — 

And a suit case to carry the 
needfuls, $5. 

Open all day to-day to suit 
every case. 

Rogers, Peet & Company, 
New York. 


No, 7 No. 9 No. 11 

Lucky men ! 

7000 handkerchiefs — the sort 
we're glad to get from our im- 
porters once in a while because 
they're always so warmly wel- 
comed by men looking for extra 

Same linen that makes our 
regular 25c. hajidkerchiefs — 
both imported in the piece and 
hemmed here — saving duty, and 
not fully laundered. 

2 for 25 cents. 

3600 pairs of suspenders — 
sorts we've sold at 50c. 


Rogers, Peet & Company, 
New York. 

Ko. s 

It's the limit ! 

The last straw is called in 

Soft hats take their place, 
while in soft hats nothing takes 
the place of a Stetson if one 
wants the very best. 

Stetsons, $5 to $12. 

The Fall Derby Blocks are 
here, too. 

$3, $4 and $6. 

Rogers, Peet & Company, 
New York. 

Lucky boys! 

3600 pairs of the fast black 
stockings so many mothers 
bless us for offering occasional- 
ly at the price. 

15c., two pairs for 25c. 

900 handkerchiefs — same 
grade as the bargain handker- 
chiefs we have for men to-day 
— only boys' size. 

ID cents. 

1200 pieces of boys' merino 
underwear ; has been selling 
from 35c. to 85c. according to 
size ; spring and winter weights. 

35c., 3 for $1 now — all sizes. 

Rogers, Peet & Company, 
New York. 

No. 10 

We celebrate August ist by 
reducincf all our straw hats to 

Boys' sizes, 50 cents. 

Rogers, Peet & Company, 
New York. 

Reflect on this. 

A big dollar's worth of scarf 
for 55 cents, and please don't feel 
sorry for us as losing money. 

The scarf-maker, one of the 
very best, picked up some ba- 
rathea silks at a price which let 
him make us a price. It's an 
odd time for a sale, right in the 
middle of our Fall bustle, but 
we couldn't resist the tempta- 
tion to pass on a good thing to 
our friends. 

The scarfs are broad four- 
in-hands, each made of just one 
piece of silk, folded to meet in 
the back and stitched. 

All either solid colors, or 
small polka dots on solid 
grounds — blues, black, red, 

The sort of thing that's al- 
ways in style, and the quality 
that's always $i or more. 

55 cents. 

Rogers, Peet & Company, 
New York. 

No. 12 

We're "cutting ice" already. 

Three stores brimming over 
with good clothing, furnishings, 
hats and shoes do the trick. 

For man or boy. 

Rogers, Peet & Company, 
New York. 


No. 13 


No. 15 


Every wool crash and home- 
spun suit in our stock goes to 

Not many of a pattern but 
many a pattern. 

The bulk of the sizes is the 
bulk of most men — from 34 to 
38 chest measure. 

The prices were from $15 to 
$25 — a good many of the suits 
are made with vests. 



Plenty of good picking yet 
the mixture suits at 
$12.50; while the covert top 
coats at $ I 5 invite a consider- 
able saving — they were all sorts 
of prices up to $28. 

Rogers, Peet & Company, 

New York. 

No. 14 

Bathing suits on top. 

$3 to $6. 

Going under — cool under- 

All the good thin materials, 
from old stand bys like lisle and 
balbriggan to the newer fangled 
"Cobweb" and "Linen Mesh." 

Rogers, Peet & Company, 
New York. 



Which is which for you? 

A short tan covert coat for 
knockabout and business wear; 
$15 to $35. 

A dark knee length for even- 
ing and general utility; $15 
to $30. 

A long rain coat of fine 
cravenetted cloth for most any 
time or season; $16 to $35. 

Whichever you decide on is 

Rogers, Peet & Company, 
New York. 

No. 16 


Stands for overcoat. 

Have you an opening for a 
Fall weight? 

Or for a Fall weight mixture 

The cream of ours are wait- 
ing for the critical. 

Men and boys. 

Rogers, Peet & Company, 
New York. 

No. 17 

Any man who can't always 
run to cover when it rains ought 
to wear a walkinof shoe that's 

Our "Pedestrian" shoe is 
guaranteed waterproof — though 
it has none of the ungainly look 
common to most waterproof 

$5 ; boys' sizes, $4. 

A raincoat, cravenetted, com- 
pletes the protection against 
sudden showers. 

$18 to $35. 

Rogers, Peet & Company, 
New York. 

No. 18 

Are you ready for a sudden 

Fall suits. 

Fall overcoats and raincoats. 

Fall underwear, shirts and 

Fall Derbies and soft hats. 

Fall shoes — waterproofed. 

All ready to be picked up by 
man or boy. 

Rogers, Peet & Company, 
New York. 


No. 19 

No. 25 

N«i. 30 

No. 35 

A pair of shoes can't be mates 
unless thev're different. 

Odd, isn't it? 

"Pedestrians" are different but 
not at all odd— while their first 
aim is all possible comfort in 
walking they still have all the 
style and swing the most critical 
wearer demands. 

Men's, $5 ; boys* $4. 

Rogers, Pket & Company, 
New Youk. 

You can never tell ! 

Tuesday you sweltered, Wed- 
nesday you puddled, to-day — 

Whatever to-day is, you may 
need a Fall overcoat to-night, 
perhaps one that's rainproof. 

We've so many gm.d sorts of 
covert topcoats, medium length^, 
and long raincoats, that we've 
probably the very thing you want. 

Rogers, Feet & Company, 
New York. 

As the year's best walking sen- 
son comes on, the "Pedestrian" 
shoe steps to the front again 

A most comfortable last for 

And, by the way, a water-proof 

Rogers, Peet & Company, 
New York. 

A sensible shoe — stylish, too 

The Pedestrian. 

Studied out for comfort in 

Stamped with our name fi -r 

Heavy calf, laced. 


$5; boys' sizes, $4. 

Our special S i , 50 waUting glove 
goes hand in glove with anything 

Rogers, Peet & Company, 
New York. 


At home. 

Mondays until Saturdays. 

From S to b. 

To meet men who need frock 
coats for "At homes.'' who need 
evening suits, good business suits 
or anything else men wear. 

Rogers, Peet & Company, 
New Yurk. 

Comfort will dog your steps if 
you wear a "Pedestrian" shoe. 

Made from stout leather on a 
last made for comfort. 

But a stylish last loo. 



Same shoe in boys' sizes; $4. 

Rogers, Peet & Company, 

New York. 

A case you can check with 
s.ifety and carry with pride. 

A case made especially for us 
of far better material than the 
usual $5 case; white oak tanned 
leather on a stout steel frame, 
linen lined. 

It's better because we've been 
selling better $$ suit cases so long 
tliat now we can buy and sell 
unusual quantities. 

Quarter-masters — 

Quarter size collars that have 
ni.istered the problem of collar 

Rogers, Peet & Company. 
New York. 

No. 26 

After the boys had a merry 
whirl at the $4 75 sale suits yes- 
terday, here's what's left: — 

A quantity of three-piece suits 
in blues and blacks, and say 2^0 
double-breasted mixture suits— 
these both in sizes from 8 to 12 

Perhaps r 50 Norfolk suits; sizes 
S to 14 years. 

But for stout boys of from i% to 
16 wearing three-piece suits— 
some of the best things in the 
sale are left. 


Rogers, Peet & Company, 
New Y( pkk , 

No. 27 

A really waterproof shoe is to 

any old sort of rubber 

shoe what 

a modem revolver is 

to a flint 


Lighter to carry. 

Neater to see 

More comfortable to 


**Dry Foot" is a 

black calf 

walking shoe that we 



Men's sizes; S5. 

Boys sizes; ^4. 

Rogers, Peet & Company. | 

New York 

No. 28 

Autumn leaves from our hat 

In our $3 Derby most of the 
cost goes into solid wearing 
qualities— it's the hat for the man 
who wants the most wear for his 

In our $4 Derby there's ju'^t 
as much wear and besides it lias 
all the fineness of quality of the 
usual $5 hats. 

Fall suits are leaving here fast; 
Fall overcoats too, not leaving 
out raincoats. 

Rogers, Peet & Company, 
New York. 

No. 20 

A ground of gray. 

Just a dash of color — in over- 
plaid, line or sprinkling. 

That's the best mixture for 
suits this Fall and Winter— but the 
best of all our mixture suits is 
that we use no fabrics that we 
cannot guarantee. 

That's the rule with everything 
we sell — suits, overcoats, furnisli- 
ings, hats and shoes. 

For men and boys. 

Rogers, Peet & Company, 
New York. 

Because we don't believe in 
blowing about ordinary reductions 
—don't you believe we haven't 
excellent suit values to offer now. 

At S15, and from that to $;S, 
w6 still have good lines of winter 
mixture suits, practically all of 
wliich are some dollars below 
their originally reasonable prices 
-and at $15 a number of light 
weight serges and cheviot suits 
also offer more than usual values. 

Negligee shirts for spring- 
brighter and earlier than usual. 
$1 .50 to $2.50. 

Rogers, Peet & Company, 
New York. 

No. 31 

A stranger to our clotlies might 
think our mail order system a 
"heads you win, tails we lose" 

For we take all the chances ; 
deliver free within 100 miles of 
our stores, and specify that any 
thing we send anywhere is 
returnable at our expense, if not 
exactly to the customer's taste. 

But we have our mail ord^r 
system down so fine and our 
clothing so good that the chances 
are big that nothing's returned. 

May we send samples of Fall 
suits and overcoats, with measure 

For man or boy. 

Rogers, Peet & Company, 
New York. 

No. 32 

About small sizes. 

All our Winter overcoats and 
mixture suits in chests 32, 33 and 
34 have been pitched in at re- 
duced prices 

Overcoats, $i5-formeriy up to 


Suits$i2 and $15— formeriy up 

to $22 and $zs- 

Boys' long trouser mixture 
suits sizes tj, 14, 15, are all ?io 
and $13 now. 

Rogers, Peet & Company, 
New York. 

No. 33 

Can't we help you out with 
some of the errands you're brinc- 
ing back from the country wirh 
yuu this morning? 




Shoes ? 

For man or boy? 

We deliver free anywhere with- 
in a hundred miles from New 
York City. 

Rogers, Peet & Company, 
New York. 

No. 34 

Belted backs were never popu- 
lar with boys until lately. 

Now, even men want them, on 
overcoats -tourist coats they're 

In the proper sorts of mixtures. 

Men's sizes; $22 to iFjg. 

Boys' sizes; $14 to $16. 

Every other good sort of over- 
coat for man or boy. 

Rogers, Peet & Company, 
New York. 

At sea we make sail by 
raising sotnetliing—uii 
land we make sales by 
lowering soiiiulhlii^. 

All we have left of our boys' 
wash suits, about 450 sailor and 
luo Russian suits of various 
washable materials; prices wire 
?i,25 to $7— though mnst of the 
suits were from $2.50 to 54 5°- 

Sizes 3 to 10. 


2^0 pairs of boys' separate 
washable trousers— white linen 
and crashes; sizes 3 to 6; were $1 
to 51.75. 

50 cents a pair. 

24q sailor suits, mostly blue 
serges; sizes 3 to 5. 

Made to sell at from $5 to $9. 

Rogers, Peet & Company, 
Ni-w York. 

No. ?.C^ 

Boys' negligee shirts and 
blouses have had a knockout 

Qoo boys' negligees- all ?i, 
$1 35 and $1.50 sorts. 

Sizes 12 to 14. 

65 cents. 

1000 boys' blouses, all ?i and 
$135 sorts. 

Sizes 4 to 15. 

50 cents. 

Though most of the men's 85 
cent negligees are gone, those left 
are all right for we had nothing 
under $1.50 quality. 

Rogers, Peet & Combany, 
New York. 

No. 37 

Nothing small about values in 
the $2.85 shoe sale. 

About two-lliirds of the 1700 
pairs were $5 stock; the rest 
regular ;?3. 50 goods. 

AH sizes, but m 7, 7/^ ^""^ ** 
mostly narrow widths; patent 
leather and calf. 


175 boys' reefers and overcoats, 
all made to sell at from ?7.50 
to $q. 

Sizes 3 to 7. 

Rogers, Peet & Company, 
New York. 

"Birds" we've salted down for 

Some of 'em — 

Tan covert top-coats; $7.50 to 

Rain-coats of fine worsteds, 
cravenetted; sizes 9 to 16; $12 
to ?iS. 

Derby hats; $1.90 to J3. 

Shoes- on our famous "Pedes- 
trian" last; $4. 

Pajamas; sizes 6 to 18; $t to 


Made just as well as our men's 

Rogers, Peet &. Company, 
New YciKK. 



No, 39 

No. 45 

No. 52 

No. 50 

It seems incredible that any 
modem mercliaiit should cling to 
the " P. M." system^the scheme 
once universal in the clothing 
business of disposing of undesir- 
able goods by giving a premium 
to any salesman who works Ihem 

It has no place in our stores. 

For we long ago realized what 
bad business it is in the long run 
to sell a customer anything which 
for any reason will not be satis- 
factory ; and instead of " P. M.'s" 
for the salesmen next season, we 
dispose of our stock through prop- 
er reductions in price the first 
season , 

So our stock is always fresh 
and new and there's no Incentive 
to any salesman to persuade a cus- 
tomer to select a slow-selling pat- 
tern in preference to the best we 

No. 40 

If you would feast your eyes — 
There's an array of line winter 
suits and overcoats in our three 
stores that are eye openers. 
For men and boys. 

No. 41 

If good looks count for anything 
our Kail suits certainly deserve the 
howling success they've had. 

The patterns have lots of char- 
acter, without being conspicuous. 

The fabrics have lots of strength 
without being coarse — worsteds 
and worsted-cheviots predomi- 

$i6 to ^38. 

No. 4'i 

Is a handsome hat a h a p p y 
thought for him.' 

Silk hats ; $6. 

Opera hats ; $8. 

Derby hats ; ^3 , #4 and $6 . 

Hat boxes holding one or two 

Umbrellas — some ^5 sorts art; 

Dressing gowns. 


Handkerchiefs, in Xmas boxes. 

Dozens of other useful gifts for 

No. 43 

If there's a head for which we 
haven't a becoming soft hat, we 
wish the owner would let us see it. 

The famous Stetson soft hats 
come in so many Fall shapes and 
we've so many of those shapi^s 
that we're reauy for all comers. 

All ready with Fall suits and 
Fall overcoats lou. 

No. 44 

Just as school closes we close 
out these small boys' sailor suits 
—the price is almost trivial. 

500 suits ; serges and a few mix- 
tures — mostly sizes 3, 4, 5 and 6, 
with some scattering suits up to 
12 years. 

55 to ^9 values. 

All $2 75. 

The sale of men's $5 shoes at 
1^3.50 goes merrily on, 

Over 2000 pairs to start with 
yesterday makes good picking to- 
day—and anyhow there's not a 
pair in the sale of less than $$ 

Plenty of low cuts left. 

$3 5"- 

If any custom-tailor man wants 
to see how the wind blows in suits 
for the coming Winter, we should 
be glad to show him. 

We've a variety of patterns 
that would stagger the average 
merchant tailor, and as they are 
all made up the critic may judge 
tliem fairly — a difficult thing with 
piece goods. 

The more expensive silk lined 
suits will interest him as heine ex- 
actly the sort of thing for which 
he expects to pay his tailor about 
half as much again. 

But the most surprising fact is 
the richness of effect obtained in 
suits at medium prices, say from 
522 to $30. 

No. 40 

If you've any question about 
anything to wear — ask us. 

We will show you the right 
things in clothing, furnishings, 
hats and shoes. 

Man or lioy. 

Nf». 47 

It may still he warm in spots. 

Hut winter is due and to give 
our winter overcoats their due 
they're all ready to be taken out 
to see the other new warm things 
- like the Subway, 

Paddocks ; belted tourist coats ; 
long loose coats ; the more con- 
servative knee lengths; raincoats; 

Each in its appropriate mater- 
ials ; serge and silk lined. 

No. 48 

In the Pedestrian shoe we feel 
that we have reached the tip-top of 
walking-shoe making. 

A stout calf shoe, on a last es- 
pecially adapted for walking, yet 
lull of style — waterproofed too. 


The Fall suits and overcoats 
we have ready f()r men and boys 
are on the same level —tip-lop. 

Nn. 49 

If you stick to a Summer suit 
you must have a light overcoat for 
morning, noon on tlie open cars, 
and night. 

Every good sort of light over- 


If you're ready for a Fall suit, 
it's ready for you in a host of 
handsome patterns. 

$16 tu <^^. 

No. no 

It's a liard nut to crack — decid- 
ing whether your Winter suit 
shall be of a rough or smooth cloth 
—cheviot or worsted 

You might look over a great big 
assortment of both sorts in good 
patterns ; we have 'em both. 

Then perhaps you'll compro- 
mise on a worsted cheviot, a 
smooth cloth witli a roughish face. 

Plenty of lho>e, too. 

No. 51 

L.ibor Day is too short for la- 
bored talk about clothing, fur- 
nishings, hats and shoes. 

We're holidaying ; open bright 
and early to-morrow. 

The new Fall overcoats and 
suits are ready. 

Just revolve in your mind the 
things you'll need to-morrow. 
Frock coat. 
Patent leather shoes. 
Silk hat. 
We have them all. 

No. 63 

Like a tame elevator, prices al- 
ways descend gradually about this 

It's winter sack suits this time. 

Tlicy've just taken quite a drop 
— 53,53 or ;?4 off many patterns 
at all prices, while several hun- 
dred struck bottom at ^15, 

No. 64 

Just two weeks to Christmas. 

To give zest to holiday buying 
we've marked a lot of handsome 
house coats at $6,50 that usually 
would be 58 or Sq — all double 
faced cloths of rich, subdued col- 

Other house coats up to $15. 

Imported dressing gowns of vi- 
cuna, camelshair and wool 
blanketings — plain or Jacquard 
weaves ; ;?i2 to $20. 

Imported bath robe s— both 
wool and terry towelling ; #5 to 


Lots of time this morning to 
send you anything man or boy 
wears ; 'phone us. 

The shutters don't go up until 
12 ; then they stay up until Tues- 

No. r,v* 

Lucky shoes ! 

Not old shoes, either, but our 
maker's samples and so the new- 
est things, 

1250 pairs of ?s quality, with a 
good sprinkling of Sb shoes. 

450 pairs more of $5 shoes from 
our own shelves. 

More than half of all are patent 
leathers ; lace and buttoned — the 
balance calf and vici kid. 

.All sizes ; all widths. 

53 50. 


Next best to web feet — 

Waterproof feet. 

" Pedestrian " shoes are guar- 
anteed waterproof , though they're 
apparently only a specially stylish 
heavy walking shoe. 

$5 ; boys' sizes, $4. 

Quarter-size collars are a sensi- 
ble innovation. 
25 cents each or two for 25 cents. 

No. 68 

Plenty <'f thin coats on hand, 
better on your back 

Our alpaca coats, skeleton scre- 
es, nun's cloths, etc., are thorough- 
ly reliable in strength, color and 
style. ?3 and up. 

7V/;'« business suits, t/iin out- 
ing suits and extra trousers an- 
plentiful here. 

'/'/tin negliges, //*/« underwear, 
//tin hosiery. i/tt'K fixings for sum- 
mer wear. 

'/'/tin prices in all departments 
— it's a tunc for cutting and slash- 
ing to close out all Mm goods. 

No one wore shoes yesterday — 
goloshes were it. 

So we've still plenty of $5 and 
53.50 shoes at $2.85. 


Nothing incendiary in firing 
your straw now — just good sense. 

It's rather late and your straw 
is probably soiled and soft hats 
are so easy. 

All the Fall shades and shapes 
of soft hats, S3.50 to $12. 

There's a rich new brown at ^5. 

" Mocha," 

That's the newest brown shade 
of tlie newest soft hat to catch on 
with young men. 

Stetson seems to be the only 
maker who has caught the full 
rich coffee shade, and the hats 
are just a-sailing out of our stores 
as fast as we can get them from 
the Stetson factory. 

It's;?5,as are many others of 
the new things in Stetson's soft 

No. 63 

Out of sight. 

That describes the good cloth- 
ing, furnishings, hats and shoes 
that are just the things you're 
hunting for. 

For man or hoy. 

No. 63 

Most of our old friends know 
ttiat one reason why we have no 
old goods in stock is because we 
are constantly marking down slow 
sellers until they jump. 

Just made a mark. 

60 Overcoats at $55, and 90 at 
550 join the $38 band ; while sev- 
eral hundred others of our finest 
silk-lined overcoats lose $$ to $7 
of their price ; now J30, $32 and 

All knee-length garments of 
conservative cut. 

No. Hi 

Presto 1 

A new pair of striped trousers — 
and the coat and vest of your win- 
ter suit take a new lease of life 

A splendid lot of patterns at $5 
and $(3 ; finer qualities up to J.12. 

A not-too-fancy waistcoat is an- 
other useful yarinent. 
?3o" t*J ^'i- 

No. 66 

Punched a hole in our I'.inam.i 

Real Panama hats — hats of a 
quality that a year or t«o acn 
would have brought $18 or f-ia 
most anywhere. 

Just a few dozens; our prices 
yesterday were f$ and 5>o. 

' ^^- __ 

Everything man or boy needs 
for wear over the holiday is ready 
l(i-day at our three stores. 

Hathing suits, tennis shoes, rid- 
ing breeches, duck tennis hats, 
ram coats, golf bails, neglige 
shirts, ducK trousers, dress suit 

To-morrow we close at 12 noon. 





No, 78 

No. 8.> 

On Siminier lines : 

A rattling cuod shirt line — neg- 
Hses with plaited and plain 
bos'tnis ; ;? 1.50 to $3 50. 

A line of underwear including 
all thin fabrics most men know, 
and all the best of the newer 
things, like Linen Mesh and 

Straw hats, suit cases, Summer 
scarfs, suits of airy homespun. 

Last but not least— low shoes 
on lasts full of style ; ^3. 50 and $5. 

No. <i7 

<^nly a few hundred ;?i.S5 der- 
bies left to-day— the crop wasn't 
big, and over a thousand were 
gathered yesterday by our friends. 

"Seconds" of our regular S3 
and 54 derbies. 

Sizes still good. 

At J?2o and $25 our winter over- 
cost stock offets unusually good 
values; while for ^5 or Sio more 
you may pick up a garment that 
was considerably higlier. 

Nn. GS 

Our busy-ness day. 

Business shirts at S5C. 

2200 in stripes and figures, cuffs 
attached and detached. 

All ^1.50 and $z qualities of the 
best make — the make we've sold 
for years. 

Also 450 neglige shirts, attached 
cuffs ; odds and ends of our $1 50 
fall stock. 

85c., too. 

No. 69 

" Pretty smooth." 

Tliat describes many of our Fall 
suits whose handsome cloths are 
smooth-finished worsteds and 
worsted cheviots. 

The rough cloths are just as 
good looking. 

gi6 to JB38. 

Came pretty near being Kail 
overcoat weather yesterday. 

Will you have a short covert, a 
knee length of dark soft goods, a 
paddock or a raincoat? 


Prices of our boys' suits have 
had some hard knocks — wen t down 
under them, leavmg unusual val- 
ues all along the hne. 

Most of our boys' Norfolk and 
double breasted suits, and all of 
our boys' three-piece suits are ^5 
now, coming down from prices in 
some cases as high as $12, 

P>oys' washable suits got a touch 
of the same knock. 

No. 71 

Cold contracts. 

So it's natural that as Winter 
progresses and the mercury goes 
down, ourovercoat and suit prices 
should shrink. 

Tliat's what's happened, affect- 
ing many of our finest overcoats to 
the extent of from $5 to Si 5, and 
bringing many mixture suits to 
the ^15 level. 

Boys* suits and overcoats are 
down, too. 

We've quantities of the things 
that women like to give men, in 
the qualities men get themselves. 

Scarfs, gloves, mufflers, house 
coats, suit-cases are examples, 

Count the Christmasgilts you're 
going to make. 

Then if you need a new suit nr 
overcoat you'll be glad to know 
that we have made material re- 
ductions all througliour suit stock 
and among our finest overcoats. 

One result — several hundred 
mixture suits on the $1$ tables. 

Many ynung men's suits, sizes 
32. 33.34,liave been marked down 
too— they're always $2 or ;^3 less 
than men's sizes in the same pat- 

Fancy handled umbrellas, nf #5 
quality, all silk, make good gilts 
at ?3-35- 


Even had Ponce de Leon found 
the spring of eternal youth uf 
which he dreamed, lie might nut 
have been able to wear our 
" youths " clothes. 

For in marking clothes we limit 
" youth " strictly to men of 32. 33 
and 34 inch chest — regardless of 

For them we cut suits of pat- 
terns more chipper than most 
larger mtn wear. 

For them we make suits of a 
more pronounced style than 
stouter men affect. 

Extra lucky they are, because 
even for patterns the same as 111 
larger sizes, the ''youths'' sizes 
are always $2 or $3 less. 

No. 74 

Don't hug the heater. 
Needn't if a new warm overcoat 
embraces you 

Conservative knee lengths. 

Long full back coats. 


Belted backs. 


All in their proper cloths. 


Forget to-day may spell regret 

Shirts ? 

Scarfs ? 

Suit case or bag ? 

Soft hat ? 

Tennis shoes ? 

Bathing suit ? 

Or is it something else to wear 
that you'll need over the holiday ? 

Fall overcoats and suits are 

Stores close at noon to-morrow. 

No. 76 

" English squares." 


A quantity of rich scarfs that 
we've had on our shelves at $1 
and $1.50 — about half at each 

85 cents. 

No. 77 

Furnishings can 't be " too 

"Business" shirts — the pat- 
terned stiff bosom sort, are just 
from the makers ; $1.50 to $2.50. 

Neckwear— every scarf made 
for this Fall, 50 cents to $2. 

Pajamas just out of the boxes, 
and from the exceptional $1 sort 
up they're the prettiest patterns 

Gloves, underwear, canes, fan- 
cy handkerchiefs, hosiery— fresh 
specimens of the newest things. 

Entrance to our most exclusive 
circles of colored stiff bosom 
shirts is $1 50, $2 and $2.50. 

Exclusive— most all the pat- 
terns are exclusively ours until 
they're yours. 

The best fitting shirts we've 
ever found ready to wear. 

No. 70 

Evening clothes give a good 
shirt a slunv. 

The more show our evening 
and dress shirts have, the more 
their good fit is evident. 

Dress suits ; $27 to $50, 

Tuxedo jackets, separately; 

514 50 U> $2J. 

Dress shirts; $1, $1.50 and J2. 

No. 80 

Even now in the sleepy season, 
w(_''re wide awake with clothing, 
furnishings, hats and shoes for 
men and boys alive to good things. 

For instance, we've collars in 
quarter sizes for the comfort of 
that half of mankind whose necks 
don't grow in even half inch 

No. 81 

For dogged perseverance in re- 
fusing to wear out, nothing 
touches a first class pair of hard- 
finished worsted trousers. 

From every quarter we hear of 
men who have first found collar 
comfort in H sizes. 

25c. each or two for 25c. 

No. 82 

First aids to evening dress : 
White waistcoats ; $4 to J6. 
Dress shirts ; $i to ^2. 
White gloves ; gi ,50 and $2. 
Dress ties ; 25c. and 50c. 
Pumps ; $3.50 and $6. 
Silk hats; ^6. 
Opera hats; ff6and?S. 

Dress suits and Tuxedos, u{ 

No. 83 

Football fever won't keep you 

A long belted-back overcoat is 
the thing. 

Winter weights. 

$22 to ;?35. 

Anything you need for wear 
over Sunday? 
It's here. 

No, 84 

He smiles I And why ? 

He's just heard that he can now 
save from ?5 to $15 on many of 
our finest overcoats and save on a 
mixture suit, too— the general 
scaling down all through the suit 
stock has filled the $15 tables with 
suits that were higher. 

He's just heard that a suit and 
overcoat for his boys will cost him 
much less than a few days ago. 

He knows it's the day before 
Christmas, and his present came 
from our store— so was the sort of 
thing he'd buy himself. 

House-coats ; dressing-gowns ; 
suit-cases : scarfs ; umbrellas ; 
canes ; gloves; bath-robes ; 

From the finest looms. 

The most versatile of scarfs — 
the " P2nglisli Square." tieable in 
three ways. 

Large four-in-hand. 

Once over. 


In silks rich enough for the 
richest shape of scarfs. 

Satin brocade ; Ottoman knit 
with satin scroll patli.rns; Tur- 
coman ; peau de corduroy ; peau 
de tortoise ; peau de foliage. 

$1 to ^2 50. 

No. 80 

For men swept by Autumn 
breezes : — 

Paddock overcoats; light weight 
cheviots and coverts — some rain- 
proofed ; S26 to ?42, 

Top-coats of fine covert cloths ; 
$15 to #35. 

Knee length overcoats, light 
weight ; dark cloths, mostly 
cheviots ; $15 to {^30. 

No. 87 

For wise ones : 

A silk hat at S6, quite up to the 
level of the highest flyers, regard- 
less of price. 

An opera hat at $8, favored by 
night owls, because ribbed silk 
has no feathers to ruffle. 

No. 88 

r.ood catches going yet. 

Yesterday we put on sale 1500 
soft hats made for regular $3.50 
Alpines, but put aside because 
not of colors ordered or blemishc-d 
in some other way it would take 
Old Sleuth to detect. 

With them were 400 " Vime- 
net " soft hats ; regular ^4 stock. 

All sizes still ; a variety of 
shapes and shades. 


No. 80 

Gifts that will wreathe any 
man's face with real smiles. 
Suit cases. 

Housecoats and dressing gowns. 
Scarfs and mufflers. 
Traveling bags. 
Silk umbrellas. 
Hat boxes. 
Silk hats. 
Bath robes. 
Opera hats. 

No. 90 

Going home for Thanksgiving? 

Everything man or boy needs 
to make a brave show of city 
clothes for the old folks at home. 

Overcoats, suits, furnishings, 
hats and shoes. 

No. 91 

Hurrah, boys I 
They're off. 
1400 suits. 

Double-breasted suits. 
Three-piece suits. 
Norfolk suits. 
Former prices ; $7 to ^20. 
Sizes ; S to 16 years. 

A quantity of boys' furnishings 
have been greatly reduced. 

Bath robes of eiderdown and 
toweling ; house coats ; mackin- 
toshes ; neglige shirts and blouses. 



No. 92 

Nt>. 99 

N<». 106 

Xo. 113 

Here's our rule : — 

If a man wants one lipht over- 
coat for all round wear — business, 
evening, cliurch — we don't advise 
a jaunt)' covert top-coat or a long 
rain coat, though we've lots of 
them to sell. 

He'd best split the difference 
— buy a medium weight cn;U nf 
some dark material at from 5 15 to 

No. 93 

Hnweveror wherever you spend 
Sunday, we've the clothes you'll 

If you're man or boy. 

>'o. 94 

lialf the day is all the day we 
work to-day. 

But until 12 o'clock we've 
everything man or boy wants in 
clothes, furnishings, hats and 

N.». 95 

How manv of the dress suits 
worn at auy party would stand a 
daylight test ? 

Our evening clothes must fit 
perfectly in cold daylight, so 
they're naturally winners in the 
glamour of night. 

Evening suits, $27 to $50. 

Tuxedo coats separately, $14.50 
to $27. 

No. 06 


Every wool crash and homespun 
suit in our stock goes to $10. 

Not many of a pattern but 
many a pattern. 

The bulk of the sizes is the bulk 
of most men — from 34 to 38 chest 

The prices were from $15 to 5=5 
— a good many of the suits are 
made with vests. 

Additions to-day make a siotk 
of 1300 pairs of trousers marked 
down to $3-50 — mostly light flan- 
nels, crashes and worsteds. 

Plenty of good picking yet 
among the mixture suits at J 12.50, 
while the covert top-coats at if 15 
invite a considerable saving— they 
wt.Te all sorts of prices up to f^zS. 

No. 97 

Into the lime-light now comes 
the new fall soft hat. 

Notliing else fills the hiatus till 
fall Derbies: (New Derbies hen- 
now if you want *em — $2, $1 and 

The new Alpines — in black , 
pearl and "nutria" colors-fj: 
and $3. 

John B. Stetson's soft hats— 
$3 50 to 55. 

Wliatever you get here— be it 
clothing— fixmgs- or hats — it's a 
sa tisfact ion-sin t'Ciire, 

It's cnovigh Xn melt the heart nf 
a snow man, unless he's protected. 
. Storm ulsters, $t& to J35. 

Mnckintoshus, ^1 1 50 to $25. 

Rain coats, $18 to ^35. 

Umbrellas, from the oiu- 
we brag about to our' Tip Tup " 
at $5. 

Summer's last holiday is g<:.iu 
-now for Fall business. 
Kail hats and shoes. 
Fall neckwear. 
Fall underwear. 
Fall suits and overcoats. 

No. 100 

If you've caught an underwear 
that preserves your comfort by fit- 
ting you and being fitted to your 
skin — hold on to it. 

We probably have it in more 
grades and gradations of prico 
than you've hitherto found. 

If you haven't caught just the 
right thing yet, we can help you 

We've more sorts of good nn- 
derwear than most men ever heard 
of —plenty of stout si^es too. 

No. 101 

If you're a custom tailor man 
and want a notion of the Fall 
styles before you order from your 
tailor — and begin to wait, you 
might get some hints from our 
Fall suits. 

Lots of the finest patterns are 
already on our counters, and 
you'll be very welcome, though 
you have no tliouglit of buying. 

No. 102 

It was a great step. 

Put nothing into this $3-50 shoe 
sale except $5 and ?6 qualities. 

So instead of hunting a bar- 
gain you simply select the bargain 
you fancy. 

Calf and vici kid— over half are 
patent leathers. 

Sizes good ; especially strong 
in the ' ' sample " sizes, 7, 7J4 and 
S. widths A and B. 

Some slivers from our anti- 
shiver plank for Fall. 

Covert topcoats. 

Knee lengths — dark cloths. 

Long coats— rainproofed. 

Paddock coats — some of tlK-ni 
made proof too. 

Winter overcoats of all sorts 
ready if you are. 

No. 104 

Some day soon we'll all wake 
up to find Spring here. 

Ymi'll find us ready. 

Advance lines of Spring mix- 
ture suits, Sprmg overcoats, and 
even the thinnest of summer suits 
are ready now for men wlio beat 
the calendar by going South. 

Negligee shirts, loo. 

Ni». 10.-> 

The " tourist coat " has left the 
clumsy, old-time ulster away bL-- 
hind, because a very heavy ulster 
has little place in a city where 
walking distances are short and 
intense cold is rare. 

So the long, belted-back coat of 
moderately heavy material easily 
took tlie " old man's " place with 
tlie average man, and then lappt-d 
over on the overcoats of regular 
shape— it's such a spruce looking, 
comfortable cut. 

Here in the proper sort of ma- 
tL-rials mostly darkish materials, 
nver-plaided ; some rain-proofed 

Social as well as political fences 
need looking after now. 

If you've outgrown that old eve- 
ning suit, or the moths punctured 
it— we've another ready. 

Evening dress suits ; $30 to $50, 

Tuxedo suits ; $25 to ^45. 

The absolute fit of the quarter 
size collars adds to the effect of 
good evening clothes. 

25c. or 2 for 25c. 

No. 107 

Too big ? 

Then your collar looks badly. 

Too small ? 

Then your collar feels badly. 

'Tis a quarter size collar you 
need in either case — one that fits 
snugly and smoothly by splitting 
the difference between the regu- 
lar half inch sizes. 

A quarter each or two fi.r a 


The recent slush brought us 
two or three complaints of wet feet 
in our Dryfoot shots. 

In a sense that's not so bad, 
when you think of the hundreds 
of pairs we sell. 

But ii's just as bad for each 
sufferer as if every pair leaked ; 
and as the shoes are all guaian- 
teed to us as we guarantee tlu-m 
to you^absolutely waterproof, 
we're glad to have a chance to 
make good on any defective pair. 

This applies to the boys' sizes 
at ?4 jnst as much as to the men's 
sizes at Sj. 

No, I0!» 

We close Saturdays at 1 o'clock 

Time now to "leg-go" those 
old trousers. 

Half the men you know (lower 
half ) need new trousers. 

If it's a pair on with you, it's 
pare off prices with us and hun- 
dreds to choose from. 

J4.50 to $S 00. 

Quite a lot of high grade trous- 
ers from broken suits and some 
very excellent fabrics, values 54.50 
to ?6 00. 

Now S3 .00. 

Straw hat prices are now so low 
a second one wjll not seem ex- 
tra vacant. 

Sailor straws $1 and up. 

Panamas Jj for ?5 quality and 
$5 for Panamas formerly 5S and 

No. 110 

Tiirice lucky mao who can wear 
three of our hats at once. 

An opera hat that faces crowded 
cloak rooms with unruffled com- 
posure ; 5^. 

A silk hat in every respect 
equal to anv fS silk hat we know ; 

A derby that's a daisy ; $3, ^4 
or <i>. 

No in 

The most illustrious of lustrous 

silk hats. 

Perhaps no better 
hats of the $S sort ; b 

than some 

Lit up to as 

high a mark in every 

point — ex- 

cept price. 

Th.U'sSj Icis. 


To-day we keep our stores 
closed and our months open. 

To-morrow, ynu can have your 
fill of good clothes, furnishings, 
hats and shoes. 

For men and boys. 

No. 113 

The $2.75 shoe sale holds up in 
good shape to-day. pairs to start with means 
lots of choice— choice lasts, choice 
leatliers ; calf, patent leather, vici 
kid, box calf. 

All sizes still. 


To fit out feet completely in this 
sale we add to-day 14,000 pairs of 
fancy lisle and cotton half hose at 
25 cents a pair. 

All imported and all 50c. and 
75c. values. 

The list time we had from our 
importers a lot of these samples 
to sell at 25 cents a pair, over pairs were snapped up the 
first day. 

These are the same qualities, 
every bit as good viattems, and 
it's the height of the fancy sock 

2i cents. 

Xo. 114 

To make hay while the sun 
sliines ue clean up our straws by 
cutting them while the summer's 
still young. 

Every sennit and split hat in 
our stock goes in, and we've been 
lucky enough to be able to fill in 
the gaps a very busy season has 
made with about 150 dozen more 
of the very same grades and val- 
ues which have made the season 
so busy - all hats from the makers 
of our regular stock. 

A majority of all the hats are $3, 
?i 50 and $4 values — we don't 
sell any straws under a $2 quality. 

$1 75 now. 

Boys' sizes, $t 50. 

Panamas are down too — J5 for 
lilts that a year or so ago would 
ti.ive been two or three times ?5, 

No. 115 






closer you look the 
like our sort of ch 
lings, hats and shoes 
d like to have you 

and boys. 



The years we devoted to de- 
veloping a $3 Derby that should 
wear as well as any $$ hat sold, 
were not wasted when we intro- 
duced our 54 I'crby. 

The $4 Derby is of finer qual- 
ity of course, and its sales nave 
grown steadily— as tlic s.iles of all 
hne merchandise have grown in 
this prosperous town. 

Indeed it was this growing de- 
mand for the very finest things 
that can be made wliich led us to 
introduce our #6 Derby, tliuugh 
we believe that our $4 hat is a 
hit better in every way than most 
of the $5 hats sold. 

But through it all the ?3 Derby 
has been kept right up to its higfi 
place as the best 53 hat we know, 
a Derby for the multitude of men 
who must have a hat which looks 
well and lasts long; but who 
haven't any loose cliange to in- 
vest in mere " quality " 

The harvest of Fall blocks is 
re.idy to reap. 



No. 117 

No. 132 

And the Weather 
Man Says: 

" Cold Doings Between Now 
and April First." 

That means weeks of discom- 
fort witliout a warm house or 
office. You can work better vr 
rest better witli a Cole's Hut 
Blast Healer in the house or busi- 
ness, and you'd he surprised to 
know how little one costs and how 
much less to maintain. One mer- 
chant heated a large ground floor, 
25 X 120 feet, an entire winter with 
a small Cole's Hot Blast, and we 
can show you the man — and the 
stove. It's been working now for 
tliree years and been helping the 
man do better work — and more. 

The Care of 

— is a subject that has received 
much attention at this stable. 
Horses boarded here have every 
comfort that a well-appointed and 
sanitary stable of the most mod- 
ern type can supply. Clean dry 
beds of straw, due to the " Dow- 
ney cesspool," and the absence 
of the usual stable odors are 
among the many noticeable feat- 
ures commented upon by visitors, 
who are always welcome. 

Horses boarded reasonably. 

Vine Turnouts hired at moder- 
ate prices. 

Rice is Riz 

(in France) but that doesn't af- 
fect our market here. 

Carolina Rice is noted for qual- 
ity. A shipment from there, tlie 
new 1904 crop, has just come to 
us direct. We didn't pay the 
usual middleman's profit — hence 
the specially low prices. 

Pound, 7 cents. lolb. lots, 6% 
cents. 5olb. lots, 6 cents. 

It is the exact quality ordinarily 
retailed in the best stores at from 
8 to 10 cents a pound. 

No. 130 

This is a real bargain. It is a 
two-story house of 5 rooms and 
good summer kitclien. artificial 
gas and both kinds water. It has 
a good lot with stable and rear 
alley. The house is only 8 years 
old and is in good repair. 

It is located in the southwest 
part of city near Yellow Springs 
St. Neighborhood is excelient. 

The place must sell, and the 
price has been cut to $i,6oo to in- 
sure a quick sale. 

Don't miss this chance. 

First Aid to the 

The Doctor first, of course, in 
sickness or injury, but a drug 
store capable of supplying him 
with drugs, medicines and sick 
room goods is also a prime requi- 
site. You never need this drug 
store more than when serious 
sickness comes — the more critic<il 
the illness the greater the need 
The Doctor first, the prescription 
to us, we do the rest. 


A very dainty conceit, an abso- 
lutely new idea that you will not 
he able to find anywhere but here. 
The stockings are of a fine quality 
of lisle work fronts 
witli embroidered mottoes, designs 
of heaits and cupids. 

No. 123 

Business property 

s always a 

desirable investment. 


have a 

1-story brick building 

on a 


street comer for sale. 


elot is 

56 X 112. 

Rent $854 a year. 

Price, $8,000. 

You notice that it 



than 10 per cent. 

The Dining 

need not be furnished expensive- 
ly. A very small investment will 
make it attractive enough to meet 
all the demands of good taste, if 
one is inclined to profit by tlie op- 
portunities to be found in the 
Badger Store. 

Take this Buffet as an example. 
It has the make up of a I40 piece 
and could not be better finished 
at that price. It has a graceful 
swell front, a long, narrow beveltd 
mirror, 10x38 inches, a wide 
top shelf , 42 X 20 inches, two upper 
drawers, one of which is velvet- 
lined, two large closets below, 
and a drawer across the bottom 
big enough to keep the compnny 
table linen in perfect condition. 
Full quartered oak, looks espec- 
ially rich in weathered finish, al- 
tliough it can be furnished in 
golden or Antwerp. Price is not 
S40, but J21 .50. 

No. 125 

We're no wizards but for all 
that we can do stunts with hand- 

7000 more of the sort we sold 
one day last spring — Irish linen of 
the same quality as our regular 25 
cent handkerchiefs. 

Only the importers bringit over 
in the piece, and hemstitch it 
here — that saves on the duty. 

We save again by just having 
them ironed, not fully laundered. 

That explains how we do tlie 

2 for 25 cents, 

It is the 

We are often asked what it is 
about Our Reputation five-cent 
cigars that is so pleasing to tlie 
taste and so aromatic, fi is the 
short haz'aua filler . Our Sancho 
Mundo ten-cent cigars have long 
havana fillers, that is, the leaf 
runs the whole length of the cigar, 
and the pieces that are cut off are 
used as short fillers in Our Repu- 
tations. That's the reason they're 
so agreeably fragrant and so much 
more satisfying than the general 
run of five-cent cigars. 


A five-cent cigar that is coming 
to the front with a rush. 

Sancho Mundo is rated as the 
best ten-cent cigar on the market 
Sanclio's Friend is easily the com- 
ing five. It is working its way 
ahead solely on its merits, and 
these are many. The sales have 
nearly doubled in the past few 

Hand-made , Havana, Long 
filler, Connecticut binder, Suma- 
tra wrapper, Landres style, five- 
cent straight. 

It's Fineza The 
Doctor Means 

—when he says " A little whiskey 
now and then will be a help to 
vou.'' Fineza is a pure, mellow 
Rye Whi'ikey — 8 years old. 
Full quart, gi. 

Avoid the Rush. 

To those of our patrons who 
dislike "Tearing things up " at 
this season of the year we would 
s^y that we have a " nack " of so 
isolating rooms from living apart- 
ments tnat there is no inconven- 
ience whatsoever. 

The advantages of having paint- 
ing, paper-hanging and mterior 
decorating done now is that by so 
doing you " avoid the rush " of 
early spring, and then we offer 
you your choice of the best nu-n 
of the best shop if you come now. 

No. l.SO 


— the text for two-thirds of the 
store news we print. Vet nine- 
tenths of this business is in regu- 
lar lines of merchandise at full fair 

Is the store news out of joint ? 
Not a bit of it. This space must 
be newsy- filled with the truthful 
ttriling of things worth reading. 
Now, certain things are to be 
taken for granted^and the recital 
of regular "doings" would kill 
either a newspaper or a store's 

You know we sell spool silk— it 
would be printable news that we a new kind, or a known kind 
at half price. And so it goes. 
Don't mistake us for that impos- 
sible thing, a bargain store Such 
a thing can't exist. Bargains are 
incidents and accidents of trade — 
most numerous where there is 
most regular business. 

No. 131 

The boys who start school to- 
day mostly live at home, where 
we are handy to stop any gaps 
that gape in their wardrobe. 

But the boarding school boys 
who go soon must get together 
everything they'll need through 
the term. 

We've done all that for them; 
have everything ready in boys' 
Fall and Winter wearables; and 
if it isn't convenient to bring in 
the boy we can outfit him by 

Samples on request. 

Very handy, isn't it ? 

To find every sort of glove for 
any sort of wear in one store. 

The best of each of the two 
most famous English makes. 

The best of domestic makes. 

That means a variety in gloves 
for men greater we believe than 
you'll find elsewhere in New 

Lots of the short finger sizes 
which smaller glovers dodge. 

Barcfain Shoes or 
Shoe Bargains — 

There's a difference. There are 
shoes made to sell at bargain 
prices— shoes that have no solid 
foundation — that have paper in- 
soles and counters, and paper 
heels and soles. Such shoes were 
made to sell at low prices, but 
tliey were never made to give sat- 
isfaction. This store has no such 
bargain shoes in its stock — we 
have shoe bargains, however, that 
came to us through cash captures 
and skillful buying— shoes that 
we can say with no exception, 
' ' Satisfaction or your money 
back." These are the kinds of 
shoes throughout this stock, it 
makes no difference the price they 
are being sold at. And remem- 
ber, it isn't always the bargain as 
it is advertised tliat counts so much 
as it is thestore behind the bargain. 

No. 134 

75c. Jardinieres 
Are 49 Cents 

here, just for this week. Fine, 
highly glazed, 9-inch Jardinieres, 
in beautifully blended browns, 
greens, or blues — Jardinieres that 
even this store has counted good 
values at 75 cents — for 49 cents. 

And Regular 
iSc.Vases Are lo Cents 

Dainty, prettily decorated Vases 
of colored glass, in all sorts of 
graceful shapes — vases that are 
regularly 15 cents everywhere else 
— for 10 cents. 

No. is.-i 

Unwise Economy. 

It was Kmerson who said that a 
man pays dear for a small frugal- 
See how true that is of men and 
women alike. Many a wom.m to- 
day tells herself that she cannot 
afford a Toilet Table. 

We have such a thing as a good, 
inexpensive Toilet Table, In fact 
«e have such a thing as a choice 
from over fifty different styles of 
inexpensive patterns. This one 
piece of furniture has been a spec- 
ialty with us for years. We know 
how to economize on it without 
cheapening it. 

Any lady wishing to buy an in- 
expensive Toilet Table cannot af- 
ford to overlook our store. 

No. 13f> 

This forenoon— clothing, fur- 
nishing, hats and shoes for men 
and boys. 

Then we '* take Time by the 
forelock " — close at 12 noon. 



No. 147 

American Trust 


The management of the Ameri- 
can Trust Company has made 
these New Year Resolutions. 

I St. To aid and strengthen the 
commercial interests of -South 
Bend and her people. 

2nd. To make each day a little 
more perfect in service to patrons. 
— There is a difference in service 
in banks just as in hotels and bar- 
ber shops. 

3rd. To keep close to the peo- 
ple of this community — to deserve 
and hold their confidence— to do 
this without sacrifice of dignity or 
descending to the level of " slap 
you on the back " familiarity. 

4th. To hold strictly within the 
confines of legitimate and conser- 
vative banking, and yet render 
full value in service and protection 
to every customer. 

We pay 4 per cent, compound 
interest on non-active accounts. 

We cordially invite the business 
accounts of firms and corpora- 
tions, and personal accounts of in- 

Come In and Get Acquainted. 

No. 138 

The higher the thermometer 
goes and the further back Spring 
gets, the greater our suit values, 

Lots are broken; slow selling 
lots are spotted. 

Result— special values in fancy 
mixtures at $1$; in homespuns as 
low as $12. 

How about a clean straw hat? 

All ours are 51.75 now, except 
Panamas which are $5— and 
they're real Panamas too. 

With quarter size collars you 
can have hot weather looseness 
without the ungainly gaping of a 
collar a half-inch larger than 

25 cents each or two for 25 



'I'oo much frost for digging, hut 
if service is already in, the Cias 
Co. will connect up stove to-day, 
free, and have 

Bill for 


April I, 1905. 

'J'llat gives you use this winter 
and the 5i450 is not due until 
spring. After meter is in, it is 
easy and inexpensive to pipe fur 

Is Your Furnace 
Working All 

Does it need repairing? It 
smokes maybe ? 

If it dues— or whatever may be 
the matter with it— wc can fix it. 
Wc make a specialty of the repair- 
ing of furnaces and you will save 
time, trouble and inconvenience if 
there should he anything wrong 
with yours by sending for us. 

(."all us up and we'll be at your 
house promptly, and in a very 
short time fix the troublesome 

$70.00 Cash 

And $630 in installments of $9.50 
per month, without interest, for a 

Three-Room Home 

on a lot 82?^ X 120. 
Just the thing for a man with a 
small income and a small family. 
See it. 

A Snug 

Bank Account 

To Draw On 

when times are slack and wages 
low is far more satisfactory than 
any amount of sympatliy. 

Vou can open an account in this 
big strong bank with one dollar — 
4 per cent, interest. 

Write or call for Booklet. 


At the Woodbury County Sav- 
ings Bank, 405-407 Nebraska 
.Street, Sioux City, that salary you 
spent last month. It was deposit 
ed by a thrifty young man who is 
fast becoming a man of affairs, 
and is now earning him Four per 
cent interest. Hadn't you belter 
do your own banking? Make a 
start this, the last montii of the 
year. The following up habit 
conies easy. 

Open Saturday evenings. 

"Just Tired'* 

That's what many women say 
when the day is done, hut the d()c- 
tor knows that half of that " tired 
feeling " is plain irritation of the 

Put a Blount Check on the door 
and eliminate that slamming, 
banging, nerve-racking sound. It 
saves the door as well as mother's 
nerves and baby's fingers. 

Price, #3 up. 

Come in and talk it over. 


When ttie question of full dress 
for summer is brought up - 
' ' Tuxedo " is the answer for most 

Only the most fonnal functions 
demand swallow-tails in hot 

Our Tuxedo suits are much in 
evidence about summer hotels 
and clubs. 

Tuxedo suits, ?2S, ^34 and $43. 
Mostly silk-lined. 

Tuxedo coats alone, 521 -TitJ 

Minor dres'iy needfuls — e. g.— 
full dre?s shirts, neckwear— and 
nu-n's fixincs generally— of the 
reliable kinds— here ad infin. 

No. 110 

When the sun shines— it's Utc 

When the sun's screened— it's 
early Fall. 

Some of our finest Fall weight 
sack suits ready for either season. 

Fall neckwear, Fall ijnderwcar 
and Fall hats. 

Vacation outfits that will pull 
you through till fall — in good 

In your baggage should go : 

A black or blue serge or cheviot 

A fancy mixed sack suit. 

A two-piece skeleton outing 

A Tuxedo suit for the "hops." 

Some dressy shirts and neck- 

Nejjlige shirts of the better sort. 

Cool underwear of linen mesh, 

Dainty hosiery to set off shoes. 

Outing belts and outing neck- 

Straw hat — soft hat — traveling 

Radical mark-downs in all 
depts. make trunk filling inex- 
pensive just now. 

A Taste of 



California, New Orleans and 
the greenhouses are now contrib- 
uting early spring vegetables in 
abundance and variety. 

We offer this week : 

Rhubarb, 7c. per bunch. New 
Beets, 7c. per bunch. Caulitlnw- 
er 20c. and 25c. per head. Spring 
Spinach, 7c per bunch Lettuce, 
25c. per pound. Jumbo Celery, 
loc. per bunch. 

Finnan Haddie 

Did you ever think when or- 
dering Finnan Haddie that there 
was so much difference ? 

Boston Haddie are thin and 
dark colored and are made from 
Haddock that are too old to sell 
fresh, so are made into Haddie. 
Jones' Celebrated Haddie are 
made from Strictly Fresli Had- 
dock that are caught off our 
Maine coast and are in the 
smoke house before they are 
twenty-four hours old. 

You are Not getting Jones' Cel- 
ebrated Haddie unless you find a 
tag attached to the nape of the 
fish as shown in the cut. Every 
Haddie that leaves our store is 

For sale at retail by all first- 
class markets and grocers 
throughout the Stale, at 12 cents 
a iiuiind. 

A Tattoo Alarm 

Will " Wake you up " in the 
morning at the right time every 
day. It rings intermittently, 15 
seconds alarm, then 15 seconds 
silent, for % of an hour Has lug 
gong and keeps good time, guar- 
anteed, $1.25. 

The Auto Alarm 

is another good clock, guanuilecd, 
and will keep excellent time, Ha« 
lar^e Knng and runs 30 hours with- 
out winding, 98c. 

The Mauser 

a pood alarm clock with smalh i 
bell , runs 30 hours, 69c. 

Mission Clocks 

very artistic and stylisli, ne.uly i 
feet hieh.52 qS. 

Smaller ones ^1.48. 

Oil Heaters 

How many roomings during the 
last cold snap have you jumped 
out of bed into a room as cold as 
a bam ? A great many people 
prefer to sleep in a cold room on 
account of the pure air, which is 
perfectly proper ; but it also feels 
fine to dress in a warm room. 
One of our oil heaters will just 
fill the bill. They are easily taken 
from room to room, and they give 
quick heat. They are absolutely 
safe. A patent device prevents 
smoking. $4. 

No. 1.53 

5' S5 for a headpiece. 

The day we said that last year 
over athousand men caught on, 
and we had but 1762 Derbies. 

This year we've only 1704, be- 
cause these fi.Ss Derbies are just 
a chance product in the making of 
uur 53 and 54 hats — a lucky chance 
for you. 

Any little flaw or roughness 
in the fur that an expert's eye 
can catch, bars a Derby from our 
$i and $4 stock. 

Tliese hats we have had block- 
ed into a shape that will be good 
form this spring and put them cci 
sale to-day for the benefit of 1704 
men who want a good looking that will wear as well as any 
Derby made, and who don't mind 
an imperfection whicli they prob- 
ably can't find. 

N... 1.53 

Birthday No. i 

The sign "Lackey's Pharmacy" 
has been up one year to-day. 
Through the kindness of a whole 
lot of Fort Worth people we have 
succeeded. We thank you most 
heartily. We are going to make 
a try for a Birthday No. 2 and 
some more success. We shall do 
our part in giving you a generous- 
ly good drug store. Won't you 
reciprocate by giving us some of 
your patronage ? 

V()U can have your old Beaver, 
Felt or Soft Hats Cleaned in a 
way that will surprise you ; prac- 
tically new hat at a trifling cost. 

Original Sanitary Dyeing and 

Scouring Works. 

( )nly at i;io and 512 So. 13th St., 

Offices — 1622 Pine St. 

4012 Market St., 

Phil.idelphia. Pa. 

Prompt Service Anywhere. 

No. ir..*; 

We've a good thing to put for- 
ward to-day. . 

S'Hxi pairs of shoes on sale, and 
while prc»bably not over 500 are 
from our own shelves, there are 
several times that number of 
strictly $$ quality. 

The rest are various qualities, 
but every single pair an exceed- 
ingly good buy at to-day's price. 

i7<io pairs are low shoes, the 
lesi higli lace and button. 

CaK, patent leather, box calf, 
vici kid. 

?- 75. 

All sizes, but men with sample 
si/.e feet -A or B width, sizes 7 to 
S— have a specially happy chance. 



No. 15G 

No. 162 

No. 170 

That Missing 

leaves a very disfiguring space in 
the mouth. Why not have a 
tooth inserted? It can be done 
without loss of time and without 
discomfort by our system of Pain- 
less Dentistry, 

Our Artificial Teeth are perfect 
in appearance and use. They will 
perform all the functions of the 
natural teeth, last longer, look 
better and cause no pain. Tlie 
quality is very hi^h and the prices 
are moderate. Full Sets of Teeth, 
#5; 22-K Gold Crown, if 4; Bridge 
Work, $4; Porcelain Crown, $3 ; 
Gold Fillin^a.^i; Silver Fillings, 
50c.; Cleaning, 25c. 

No. ir>7 

For $38 

We sell a strictly high grade 
Delivery Wagon, finely finished 
in red body and yellow gear. This 
is an attractive, serviceable wag- 
on, suitable for light delivei"y 
work. We have ten other styles. 

No. 158 

The blue and black serge suits 
are the latest things to be drawn 
into tlie mark-down whirlpool. 

As with the fancy mixture suits, 
there have been reductions all 
through the stock, and a goodly 
number have dropped to the $15 

Neglige shirts haven't escaped 
either— fifty cents or $1 has been 
clipped off most of them. 

No. 159 

We Have an 
Plumbing Repair 

Ready to respond at a minute's 
notice to remedy defective plumb- 
ing. You will like our work as 
well as our low prices. 

No. 160 

29c. For 100 2 gr. 
Quinine Pills 

Is our price forthe very best qual- 
ity of genuine pills — these pills 
contain only pure quinine and 
are readily soluble. 

Are You Satisfied 

with the grain and feed you buy ? 
Do you put up with the treat- 
ment you receive without saying 
anything though you feel like it ? 
If not, we want your business be- 
cause we offer you hay, grain, 
feed, etc., that are the best ob- 
tainable anywhere. You can de- 
pend down to a certainty on re- 
ceiving from us precisely wliat 
you order no doctoring of goods 
— no substitution. These are a 
few of the large, weighty reasons 
why we want your business and 
you need our service. 
Buy oats that are clean. 

Cheap Meat is 
High at any Price 

Some meat markets may sell 
you a good looking piece of meat 
for a few cents clieaper than it 
would cost you at a reliable mar- 
ket and you won't know until 
after you have tried to eat it that 
you have been deceived. 

We offer you the best meats 
that can be bought anywhere tlie 
best that money can buy. We 
guarantee it and charge a fair 
price, which is cheaper in tlie end. 
You canhot get something for 
nothing, especially in meats. 

Send us your order for a nice 
Turkey, Duck, Squab, Roast of 
Beef or a piece of Venison for 
Sunday. We have everything in 
the meat line that you can wish 

A full line of this year's canned 

When in Doubt 
Telephone and 
Find Out 

With a telephone at your resi- 
dence you relieve yourself and 
family of many anxieties and 

For information regarding rates 

No. 164 

To be really "in the swim" you 
need a variety of summer clothes, 

An outing suit; some special 
values now, $10 to $25. 

A business suit, of fancy mix- 
ture—now $jo to ^30. Many 
appetizing mark-downs amongst 

A black or blue serge suit — 
thosefine stand-bys— herein large 
assortment — $15 to 535. 

Some wash vests — either plain 
white, linen duck. or fancy figurfH; 
our stock has been much compli- 
mented this season. $i to $b, 

A Tuxedo suit is an indispen- 
sable at club or summer hotel. 
Ours at ;?2S, and silk lined at $34 
and $43, are very superior gar- 

A thin skeleton-coat— of alpaca 
—nun's cloth— blue serge, etc., 
$3 to $10. 

In short, whatever you want in 
men's summer clothes, hats and 
fixings — of the reliable sort — here 
are the kinds you want at prices 
you're willing to pay. 


No. 165 

The Teeth 
in Front 

are the most conspicuous, but 
those further back are the mnst 
useful, so you want to save tlii in 
all. This can generally be done 
if the visit to this office is not left 
until the eleventh hour. On the 
first sign of trouble, come here. 
Our system of dentistry is modern , 
and by our skillful treatment we 
can save teetli that would surely 
be lost if ordinary methods were 
used. Our prices are moderate. 

Full Set of Teeth, ?5 ; 22-k. 
Gold Crowns, $4; Bridge Work, 
$4 ; Porcelain Crowns, $4 ; Gold 
Fillings, $1 ; Silver Fillings, 50c ; 
Cleaning, 25c. 

The Nurse And 
The Doctor 

wilt tell you that the success of a 
prescription depends on the pur- 
ity of its ingredients. Tliere is 
as much variety in medicine as in 
other merchandise. In our pre- 
scription-filling "Quality" is al- 
ways our first consideration. 

You can implicitly trust your 
prescription to us— quality, accu- 
racy and the right price — are the 
never-failing trio upon which we 
think we Iiave a right to appeal 
fnr your patronage. 

Watch Given 

We will give a lady's Jj5 solid 
gold watch witli a full jeweled 
Waltham movement to one guess- 
ing nearest tlie time the watch 
stops. At precisely noon to-day, 
Oct. 27, ic)04, tlie watch was 
wound to its full tension, being 
set at precisely noon. 

In tlie presence of three local 
business men, the watch, fully 
wnund and running, was placed 
in the case. The case was wrap- 
ped in tissue paper and placed in 
a small box, the box was wrapped 
up and tied, and the package care- 
fully sealed, so that it could not 
be disturbed without giving evi- 
dence of the fact, and was placed 
in the vault in the lifjn office. 

The witnesses have volunteered 
to be present at the opening of 
the package containing the watch , 
after 4 p. m., Dec. 28, 1904, at 
which time the contest closes. 

Conditions— Each and every 
one will be entitled to a guess 
with each purchase of 25 cents or 

Laundry Called 
For and Returned 
in 10 Hours 

We guarantee to Return Your 
Work in 10 Hours. We can do 
this Because we do the Work 
Here. We Solicit a Trial. 

Trunk Containing 
$600 Was Burned 
in House 

By Wire to the News. 

Flowery Branch, Ga., 
Sept. 22. 

The home of'R. Bennet, a far- 
mer living about one mile from 
here, was destroyed by fire yes- 
terday afternoon at 3 o'clock. 

The family were all in the field 
at the time, but got there in time 
to save a part of the furniture. 

It is reported that there was 
?6ooin bills in a large black trunk, 
which was destroyed. 

There was no insurance. The 
fire is supposed to have caught 
from the kitcher. flue, as it origi- 
nated in that part of the house. 

Read tliis anc" think over it. If 
you depnsit with us your money 
is protected against fire and 

We give all accounts, large or 
small, our careful attention. We 
pay 4 per cent, interest on saving 

Will a light-weight overcoat 
come your way this Fall ? 

A short tan covert for hard 
knockabout wear? 

A knee length of dark rough 
goods for evenings and Sundays ? 

A long rain coat for fickle 
weather ? 

A skirted paddock ? 

All of them here in cuts that 
carry weight with men who know 
what's right. 

In Carved 

Mahogany I5.50 

Go into any other store in Bos- 
ton and the price of this Parlor 
Table is from $7.50 to $10. 

Our price is $^ 50. 

Here is what you get : A solid 
San Domingo Mahogany Table in 
dark, lustrous finisli ; 28 inches 
high, 22-inch circular top; with 
hand-carved claw feet. 

For any room in the house ; for 
mere ornament; for cards or 
games ; for a tea-table : for a 
reading lamp ; for sewing mater- 
ials ; for reference papers or 
books ; for a smoking outfit near 
your easy chair ; in fact, for half 
a hundred needs this Table is 
worth twice our price. 

No. 173 

What Do You 
Think of That 25c. 
a Day Plan for a 

We tliink it is a good one. It 
is easy for you to save the money 
As a matter of fact if you get in 
the regular habit of putting 25c. 
in that piano bank every day, 
you'll never miss the money and 
you'll have the piano to use all 
the time you are saving the money 
to pay for it. It's our busine.'is 
to give information — without 
charge, too. 

No. 173 


Fifty cents and one old Colum- 
bia black cylinder record, in a late 
style box, buys three new Colum- 
bia records. I exchange new 
ones for old or broken ones on the 
above basis. Come in and see 
and hear the new $25 Grapha- 
phone. It is the best cylinder 
machine made. Ten thousand 
Columbia cylinder records always 
in stock. Ten thousand Victor 
records always in stock. 

Open evenings during the holi- 

No. 174 


Get Supper at 
iSand 20 N. Eighth. 
Right in the heart of the shop- 
ping district. Specialsat 25c and 
jnc. from 4 to 10 p. m. Curry of 
Chicken, Rice, Potatoes, Dessert, 
Coffee ; or Roast Lamb, Peas, 
Potatoes, Dessert, Coffee ; or 15 
otlier combinations. 



No. 179 

No. 188 

A first class, finely equipped six 

Steel Range Set 
Up Complete in 
Your Home For 

It's the famed "Willard"make, 
and the size is extra large. 

This is beyond the shadow of a 
doubt tlie greatest Range offer 
ever made in St. Joseph. 

i,ooo lbs. Of Coal 

Anyone purchasing a Steel 
Range at the Enterprise any time 
during a week from the appear- 
ance of this advertisement will re- 
ceive Absolutely Free i,ooo 
pounds of soft coal. 

This offer is a means of intro- 
ducing the newly re-stocked En- 
terprise Range Department— the 
largest section of its kind west of 

It is in this department, and this 
department only, you will find the 
complete lines of Steel Ranges 
made by the " Bom," " Home 
Comfort," and " Never Fail " 
Range factories — concerns mak- 
ing more and finer Ranges than 
any others in the land. 

Mortuary Chapel 

Messrs. LEWIS & MAY- 
COCK announce that they have 
added to their undertaking estab- 
lishment a commodious mortuary 
chapel having a seating capacity 
of one hundred and fifty and fully 
equipped with every convenience 
for funeral purposes. This chap- 
el is freely tendered to those who, 
becTuse of insufficient space at 
their residences, or for other rea- 
sons, are in need of a place where 
funeral services may be conducted 
in a quiet manner, and, if desired, 
perfect seclusion. 

No. 177 

Three Forms of 
Eye Trouble 

are commonly met with— any of 
viliich may nave existed from 
liirth. Nature does not always 
make perfect eyes. We have near- 
sightedness, far-sightedness and 
astigmatism, which is a form of 
irregular sight. AU of these de- 
fects require attention. If a child 
has any of these ocular defects 
and is expected to do close work 
of any kind he must have his eyes 
carefully examined and wear such 
glasses as will correct the refrac- 
tion of his eyes. As well expect 
a child bom with one leg shorter 
than the other to walk without 
limping as to ask one bom with 
imperfect vision to do accurate 
eye wctrk without suffering the 
consequences. Call any day. 

No. 178 

We come down with just two 
sorts of shoes. 

Jj shoes — 1 104 pairs from our 
shelves and our shoemakers' sam- 

?3-Soshoes— 617 pairs from our 
own stock. 

AU sizes and widths and over 
half of them patent leathers; tlie 
rest mostly black calf. 

Royal Wilton 
Rules the 
Carpet Family 

Royal Wilton is indeed the 
queen of carpets and reaches the 
extreme of beauty and ser\'ice. 
We show exquisite patterns — 
moss green grounds covered with 
oak leaves ; Delft blues with 
darker figure ; cheerful cerise de- 
signs ; barbaric Orientals, and 
roses, roses everywiiere. The 
coloring is superb and the thick 
velvety pile sinks under the tread. 

Happy the woman who has a 
Royal Wilton. 

Dressing tables in oak, mahog- 
any and bird's-eye maple, 5io to 
$50. Beautifully gotten up — good 
ideas, good wood, good cabinet 

No. 180 

We make our morning bow 
with a good thing in bows. 

A large neckwear maker must 
always have left at his season's 
end hundreds of short ends of 
silks, sometimes enough for only 
two or three ties, sometimes silk 
for two or three dozen. 

That's how it happens that 
we've 7000 string ties from a well 
known house to sell at half the 
usual price or less. 

A great variety of patterns ; all 
50 or 75 cent values. 

25 cents. 

What We Are 

We are giving more attention 
to the Sales Department of our 
Real Estate business than ever 

We are revising our list , and we 
want it to contain onlysucli prop- 
erties as are actually for sale, at 
honest, legitimate prices — prices 
as fair to the buyer as to the 

We seek only such properties- 
others we do not care for. 

We are putting a great deal of 
work into this very important 
department. We know it will 
bring results. 

We are constantly thinking of 
where we can fit a purchaser to a 
property and a property to a pur- 

We have scores of buyers wait- 
ing for tiie right properties. 

List your properties with us 
now — houses, stores, lots, farms — 
we will do the rest. No charge 
until we make a sale, and then 
only the regular commission. 

A Book 
of Interest 

(Cut of bank book.) 
More absorbing than the most 
thrilling work of fiction is a bank 

It's tale is never too long, nor 
its pages too many, and the long 
row of fipurcs so dry in other 
books are intensely interesting. 

liut in order to enjoy its pages 
eachmanmust own his own book. 
The way to do this is to open an 
account with the 

which numbers among its depos- 
itors the wealthiest men in the 
city and State. 

The Get-Busy 
Sale Is On 

All our fabrics are headed one 
way — toward our door. All our 
prices lean one way — toward you. 

Monday, Tuesday and Wednes- 
day our swellest $50 fabrics made 
to your measure for ^40. Blacks 
excluded. AU week long (if stock 
holds outl iSi4 trousers sell for 
$12. \\ith underprices on over- 
coats from Thursday on. 

We're cutting prices to keep 
our cutters cutting merrily — to add 
recruits to the army of MacCarthy- 
Evans customers. 

We suspect you 've inspected 
your Fall overcoat the last day or 

Did it stand it? 

Fall overcoats that will stand 
the closest scrutiny; top coals, 
knee lengths, paddocks, rain- 

Suits of Fall weight — full of 


$16 to $38. 

As An Extra 
Special For To- 
day Only 

We will offer five hundre:! B. & 
H. Lamps, same as cut. known 
the world over as the best on the 
market. These are the latest im- 
proved patterns and retail every- 
where for $2. In attendance we 
have a man who will demonstrate 
the advantages of this lamp and 
explain every detail thoroughly. 
Come early and avoid the rush. 
Special for to-day only, at 9SC. 

No. 186 


There are nearly as many right- 
handed kitchens as there are left- 
handed, and yet nearly all ranges 
are " left-handed " — that is, they 
are modeled so that when you 
st.ind facing the oven the grate 
hearth is at the left. 

The " West-Shore " range is 
made either right or left-handed, 
and you can choose a " West- 
Shore " in any of its sizes tliat 
will best adapt itself to your 
right or left-handed kitchen ar- 

That's a " West-Shore " ad- 
vantage worth your consideration, 
but tliereare other" West-Shore" 

Watching Your 

to see hnw far wrong it is might 
be a confidence losing sort of pas- 
time, but if your w.itch has ever 
kept accurate time I am pretty 
sure I can make it keep accurate 
time again. 

Of course the needed repairs 
will largely dept nd upon how 
much y^-u have neglected y<iur 
w.itch, but the cost shall not be 
too high. 

Winter Weight 

It depends on yourself, your 
habits, your physical health, as to 
whether you ought to wear cotton 
or cashmere. 

For rheumatic people or for 
those with poor circulation, cash- 
mere is undoubtedly better. 

But for healthy people, who 
don't have to use externals to 
keep them warm enough, cotton 
is worn all the year round. 

Cashmere are 25c., 50c., 75c. 
and St. 

Heavy fleece lined black cotton, 
25c., 35c. and 50C. 

Plain black cotton — without the 
fleece lining, 2!;c., 35c. and v c. 

Children's black cotton — heavy 
weight — ribbed, and bicycle stock- 
ings, izj^c. 

^5.00 Blankets 
At $3.75 

Not a full line of border colors; 
otherwise decidedly the best val- 
ue we he have offered this season 
in Blankets of these particular 
grades : 

White Woolen Blankets, with 
colored border and silk binding; 
All-wool Blankets, gray orscarlet, 
h.indsomely bordered ; all are of 
full generous size. Values up to 
S5 — now $3.75 a pair. Could we 
have any better news for to-mor- 
row, Mrs. Housekeeper? 

No. 190 

A Man Will 
Stand for Most 


but a wrinkle in his full dress 
suit. He's afraid the other fellow 
wiU think it a hired ri^;. The new 
square shoulder effect m our dress 
suits is positive assurance of per- 
fect fit. We can fit from stock 
most any size man. Our prices, 
$2$, $30 and ?35, save him half 
the custom tailor's charges, too. 



We fall 


into our 


hours now 




Open un 

til 6 

'clock to 

day to 

outfit with 


wearables men | 

and boys whose 



are about g 


No. 199 

A Mighty Good 
Overcoat for $8.75 

Heavy Vieiuia Frieze— in rich 
dark Oxford- made with warm 
fancy wool body linings — Satin 
yoke and Mohair sleeve linings- 
silk velvet collar— splendidly 
tailored— and positively worth $15 
— the greatest special we have 
ever made, ?SJ.7i5. 

No. 103 

We're fired with enthusiasm 
for the clothing, furnishings, hats 
and shoes we have this fall for 
men and bovs. 

They're all warm articles. 



No. 194 

No. 199 

No. 305 

No. 211 

When it's real hot we like to 
think there's a cold timea-coming. 

Thinking of th.Tt we ran over 
our stock of Hglit-weight Fall 
overcoats and found a few odd 
l.its we ought to clean up before 
Fall business begins. 

Most of them short tan coverts; 
a few cheviots — some cravenetted. 

171 were $32. 

106 were $30. 

234 were $zS. 

loS were $25. 

4S7 were $22, 
8 were $ig. 

All $15 to-day. 

Some cravenettes in young 
men's sizes, 32-34 chest, are also 
reduced to ?i5, and a few Fall 
overcoats in the same sizes are 

Here's a cooler bargain. 

ir.oo washable vests; all sizes, 
with the greatest selection from 
32 to 38 chest. 

Prices were $2,50 to ;f6.oo. 

fi.50 now. 

The $2.7<i shoe sale tramps 
along with good things still for 
every size foot. 

Starting yesterday with 14000 
pairs of 50 and 75 cent fancy hose 
there are sure to be a quantity 
left this morning. 

25 cents a pair. 

No. 195 


A safeguard towards maintain- 
ing an equable temperature in ihe 
house; a source of satisfaction, 
when the frost is on the window- 
pane, and you're curious to know 
now cold it is outside. All sorts 
here — on wood, 35c. to $2 ; fancy 
gilt,S5cto $3.50; glass, for the 
window, 50c. to $1 75. 

Running The 

Home-made bread may be all 
right, but it is necessary to run the 
giuntlet of a weary baking board 
and a hot oven before you get it. 
" Mother's bread is waiting for 

Lighter bread, whiter bread, 
enough said. 

No. 197 

With such a mine of good shoes 
to pick from, 2700 pairs, it's no 
wonder that some of the best 
nuggtrts in the sale were over- 
looked yesterday. 

All sizes still; black calf, patent 
leather, vici kid. 


If you've a mind for collar 
comfort — quarter size collars are 
what you need. 

You can have a fit in them, 
25 cents each or two for 25 

New Books 

A large number of new books 
are published to-day and are now 
in our stock, comprising new 
fiction, juveniles, biography, his- 
tory, etc. 

Let us show them to you. 

School books and school sup- 

Hot Water 
Bottles That Last 

The distinctive feature about 
our $1 hot water bottles is not ti.e 
price but the quality. Lots ol hot 
water bottles are sold at a dollar 
and less which you would not 
want at any price if you knew the 
quality. Our bottles are bargaii>s 
at Si because they are riglitly 
made and made of right materials. 
We guarantee them for a year nut 
because tliey will not last longer, 
but because after one year's use 
any defect of material or work- 
manship would have become man i- 
fe'^t. As a matter of fact witli or- 
dinary care one of these bottles 
will last four or five years. Vou 
cannot duplicate them for $1.25 
anywhere else. 






Genuine Vermont maple syrup 
and Dillon & Douglass Gold 
Medal Creamery butter with the 

Gail Borden's Peerless Evapor- 
ated Cream with the coffee. 

Coffee, 5c,; Cakes, loc; Sau- 
sage, loc; Cereals, 5c. 

No. 201 

Why add to the danger of 
walking city streets ? 

Why risk wet feet when dry 
feet cost no more? 

No good reason, so long as we 
sell '^Dry Foot " Shoes and 
guarantee them. 

A stylish, waterproof walking 

»s- . ^ 

In boys' sizes, 54- 

No. 203 

Free Delivery of 
Fried Oysters and 
Clams To-Morrow 

Boxed and sent warm anywhere 
in town for 25c. a portion. Two 
slices of toast and a relish in each 

Get your orders in as early as 
possible, that there may be no dis- 
appointments, for everybody 
lunches at about the same hour. 

No. 203 


long word but comprehensive. A 
" Prescriptionist " is one who 
makes a specialty of compound- 
ing Doctors' prescriptions. This 
is our specialty— therefore. 

No. 204 

When soft snowflakes fly and 
you want your feet dry — "Dry 
Foot " is the shoe. 

Waterproofed through and 
through, and a good looker too; 
it's a good thing to try. 

$5. Guaranteed. 

Bargains in 
Enamel Ware 

We have specially low prices 
for the next few days on good 
enamel w^ire. 

It will pay you to call and see 

Preserving Kettles at unheard 
of prices. 

No. 306 

We never understood why so 
many merchants underestimate 
the importance of tlieir under- 
wear department. 

To us it's a matter of pride to 
have a variety which includes 
every good material in the best 
fitting makes, and to make special 
provision for stout men who need 
stout shirts as well as drawers. 

So besides all wool, all cotton, 
and the merinos which combine 
them, we have the best special- 
ties like Dermophile, Deimel 
Linen-mesh and Ramie. 

There's a merino at $1 a gar- 
ment which is a daisy. 

No. 207 

Maple Syrup 

This IS not Brown Sugar 
flavored with a little Maple— it is 
pure Maple Sap boiled down to 
clear, rich Syrup. 

We have this week received 100 
gallons right from the " Bush " in 

Gallon, $1.50; Quart, 40c,; 
Pint, 20c.; J4 Pint, loc. 

Bring an empty jug. 

No. 208 

We're right in the swim with 
bathing suits— have the new grays 
in plenty, as well as the standby 
blues, blacks and stripes. 

Bathing or swimming suits — 
the latter haven't a sign of a 

$i to $6. 

Underwear I 

Why, you can scarcely think of 
a good thin sort that we haven't 


Negligee shirts; $1.50 to 1^3. 50. 

N«». 209 

Wear a Smile 
on Wash Day 

Monday is wash day, but if you 
have one of the washing machines 
your washing will be out early, 
your back won't ache, and you 
can wear a smile at dinner time in 
place of the usual *' wash day 

No. 210 

Japan's Great 
Fighting Strength 

Is due in no small measure to the 
healthy stomachs of her hardy lit- 
tle warriors. If you would wage 
life's battles successfully, keep 
your stomacli and health in good 
condition by eating Prof. Hart's 
Brown Bread, made of entire 
wheat flour— delicious, nourisli- 
ing, easily digested. Price, 6c. 
loaf, delivered. Write or 'phone. 

We know that a great deal is 
expected of our boys' clothing 
Iiecause of our reputation as mak- 
ers of fine clothes for men. 

So we set up the same high 
standard for the boys' chfthing^ 
and make no bid for the "cheap" 
clothing business. 

The result satisfies the increas- 
ing number willing to pay a lair 
price for fine goods, and upholds 
our reputation as thoroughly re- 
liable clothiers. 

Fall and winter suits for boys 
^5 to $14. 

Everything men and boys wear. 

No. 212 

Is Baby Worth 
25 Cents? 

A bottle of Dr. Hill's Cold, 
Cough, and Croup Tablets costs 
that much. They will relieve any 
case of spasmodic croup in one 
hour. So pleasant to take the 
children cry for them. Do not 
contain any coal tar product or 
opium in any form. Break up a 
cold in 24 liours ; cure a cougli in 
a short time. If your druggist 
cannot supply you, send 25c. to 

Des Moines, Iowa. 

No. 213 

Beer Steins 

Something for " him." A Beer 
Stein to set off his chamber, his 
librai-y, or his den. The shapes 
will charm you ; the decorations 
and inscriptions will please him. 
They come from Germany, Aus- 
tria, Bavaria, Norway, Sweden 
and Japan, but all carry a hint of 
King Gambrinus, fat and gay, of 
students' songs and merry maidens 
in quaint, old, gabled towns along 
the Rhine. Tiniest to tankard 

No. 214 

Oriental Rugs 

A royal gift to the friend whose 
hospitality you have enjoyed— 
what could be appreciated more 
by that friend? Pay almost any 
price you please — $1.50 to $10,000 
—but of course we'll sell more 
for gifts at between Jio and $100 
than at higher or lower prices. 

This is by far the greatest Ori- 
ental Rug Store in this city — con- 
noisseurs will tell you so, though 
anybody can see it without being 
told, A more varied stock and 
better values than anyi,vhere else 
— some at less than usual import 

No. 215 

We make no "cheap" clothing 
for boys, but our prices are 

To point the tale — 

Norfolk suits, jacket and baggy 
knickerbockers, cheviot mixtures; 
sizes 8 to 16, $5 to $14. 

Sailor suits; cheviot mixtures 
and serges; sizes 3 to 12, $5 to $10. 

Fall overcoats; covert cloths; 
sizes 4 to 16, $7.50 to $14. 

Single-breasted suits; coat, 
waistcoat and knee trousers of 
fancy cheviots and serges; sizes 10 
to 16; J8 to$iS. 

Rain coats of cravenetted 
cloths; sizes 6 to 16, $12 to $iS. 



■So. 216 

Baldwin's Just 
Cut a Cheese 

And if you are a cheese lover you 
want to get in on a slice of it. 

It'll just suit you if you like a 
rich, creamy, mild, Vermont 

No. 317 

While }i size collars double 
your chances of getting your 
proper and comfortable collar fit, 
they also double the slock a 
dealer must carry. 

Naturally they're not popular 
with dealers, and we beUeve 
there's no other house in town 
that carries anything like as full 
lines of % sizes as you'll find in 
our stores. 

That they are popular with 
wearers we know from our largely 
increased collar sales since we 
installed the J^ sizes. 

A i^ size here is a J^ size, 
because every collar in our stock 
so marked was separately meas- 
ured after laundering. 

A quarter each or two for a 

li sizes in boys' collars too. 

A Holiday Hand- 
kerchief Display 

without an equal. 

We began to place our orders 
for holiday handkerchiefs as long 
ago as last July, And we've 
been collecting ever since. 
Whenever the opportunity offered 
to add something really merituri- 
ous to tlie assortment we did so. 
The result of this forethought is 
spread before you at this time. 
It calls forth many expressions of 
delight, for there is nothing worth 
havmg in handkerchiefs that we 
cannot supply. 

(Descriptions and prices of 
handkercliiefs under heads, " For 
Women," " For Men " and *' For 

Handkerchief Boxes Free with 
each half dozen above the iz^c 
grade ; five cents each when sold 

No. 219 

Wondering what you're going 
to wear this Fall ? 

Most likely a worsted or wor- 
sted-cheviot suit — they're the 
cloths most in favor with the 
crack tailors. 

Most lucky, too, for they'll 
outwear all softer sorts of stuffs. 

You can see how handsome 
they are — our Fall suits are ready. 

How about a Fall overcoat ? 

Cool Weather 

From now on you will be able 
to enjoy our delicious hot soda. 
Hot Soda has higher food value 
than cold soda. It is concentrated 
warmth and nourishment. When 
you are tired, thirsty or chilled, 
this list should look good to you. 

Hot Chocolate, Hot Lemonade, 
Hot Ginger, Hot Malted Milk, 
Hot Beef Tea, Clam Bouillon, 
Tomato Bouillon. 

Christmas Furs 

All this talk about " honest " 
furs and certain knowledge some 
people possess on the birth and 
life of each dear little animal is 
getting farcical, ^'ou don't need 
to know any such stuff when 
you buy from a reliable house. 
With us your child can do as 
" smart " buying as you can do 
yourself. We sell our furs " as 
they are," for " what they are," 
and as low as any honest mer- 
chant can sell them. Buy what 
you want here ; if it isn't what we 
say, tell us — and your mf)ney will 
go back to you like a shot. 

When you see hats at $$ and 
$4 advertised by reputable mer- 
chants as " just as good as any S5 
hat" you must be puzzled, even 
allowing for the well known fact 
that an exclusive hatter's label 
carries with it an extra profit. 

The key to the puzzle is in the 
word " good." 

To illustrate : a ?i6 frieze over- 
coat may be as " good " as a $60 
Montagnac because it gives all 
the warmth and wear any over- 
coat can; it cannot be as " good " 
when richness of appearance is 
the standard. 

Similarly, our ^3 Derby gives 
all the wear that any Derby can 
and is richer in appearance than 
any other $3 hat we know. 

But for all the richness of the 
standard $$ hats, and more — our 
$4 Derby is the thing. 

No. 223 

"Of the things that make for 
happiness, the love of books 
comes first." — Myrtle Reed. 

A good book lasts through 
eternity because it makes its im- 
press on life. 

The unmistakable tendency of 
St. Nicholas and his army of 
happy co-workers to 

Buy Books for 
Christmas Giving 

is growing in strength and popu- 
larity, and " there's a reason "and 
a "result," too, A gond book 
conveys— with delicacy and refine- 
ment — the tokens of love and re- 
membrance, and gives not only 
immediate pleasure but it is a 
source of lastmg enjoVnient and 
good cheer. If you haven't been 
giving books (and real pleasuru) 
try it this year ; if books you have 
always given, your friends hope 
you will continue in that delight- 
ful way. 

(Titles and prices.) 

Hantj a Piano 

on your Christmas Tree. 

Little eyes will brighten, sober 
faces will smile, tlic whole family 
circle will be drawn closer in the 
bond of " Merry Christmas " un- 
der the charm of music from your 
own piano. 

Do you know how much sun- 
shine a good piano will bring into 
ynurhonie? Try it — you will be 
suriirised at the results. 

We offer you the largest stock 
of pianos to select from. We 
offer you the finest makes to 
choose from — Steinway, Knabe, 
Ivers & Pond, Kmcrson,T„udwig, 
Gabler, Smith & Barnes. We 
offer you lowest prices and most 
liberal terms, ana have a 
record back of us to assure you 
tlial we will do as we say. 

Splendid Furs for 
Xmas Presents 

The furs are a necessity this 
season because winter coats are 
not designed in sucli manner as to 
give proper [irotection to the neck. 

From a collection as large, as 
varied and as carefully chosen 
and reasonably priced as ours 
there will be no trouble in select- 
ing what each woman wants. 

Let us tell you something — just 
give you a hint of prices. 

If you'd see a nice black fur 
collarette spread out in our show 
window that was sixty-four inches 
long and of good generous width 
in the center, you'd never guess 
that ir would cost you only 1^1.50 
to own it, would you? 

Look at that other one. It's a 
rich brown fur full seven feet from 
tip to tip of the three tails. It 
has silk cords and silk frog loops 
and the neck at center is flat and 
wide. You'd be proud of it if 
you didn't know the price, so let 
us whisper — ^153.50.) 

If these are so good what should 
you expect to get for Sio and up- 
wards ? You will not know unless 
you come here and see. Will you 
do it? If you can't come your- 
self, can't you send some one ? If 
he buys a fur that you don't like, 
just tell us about it. We will ex- 
change to your satisfaction. 

There's all sorts of neck furs 
and muffs — priced up to J35 each. 


We stepped into the Derby 
business years ago with a S3 
Derby that wears as well as any 
Derby made. 

After our $3 hat had become 
famous we added a $4 Derby 
which bears the same relation to 
our $3 hat that a luxurious $50 
overcoat bears to a stout jiS 
frieze coat. 

This $4 hat is in every way 
equal or better to any sold at $5, 
wiiile our ^3 hat remiins, as 
always, tht Derby which gives 
the most wear possible for each 
dollar invested. 

No. 227 

Give Him a 
Safety Razor for 

There is economy in it. Any 
man would rather shave himself if 
he could. Any man can give 
himself a clean shave with one of 
our safety razors. A very neat 
gift ; comes in a case — outfit com- 

Have ooe — or anything you 

wish laid away till Christmas. 


Jeweller and Optician, 

13 White Street, 

Danbury, Conn. 

Peck & Snyder Skates, 50c pair. 

Patent Buckle Straps, loc pair. 

No. 228 

A Good 
Christmas Idea 

You're doubtless puzzled abmit 
what to give niimy of your friends, 
aren't you ? 

Why not supply us with their 
names and addresses and have us 
send direct an exquisite box of 
our candies, or a fancy basket of 
fresh fruits? Lots of folks are 
doing this. 

" Waste not, want not.'' 

A scarf maker of renown prac- 
tices that good old rule — saves 
his remnants. 

We couldn't waste a chance 
like that, so had him make up 
the remnants into four-in-hands — 
not many of a sort, but all good 

With a few hundred $1 scarfs 
thrown in from our regular stock, 
we have something over Sooo 
four-in-hands — not one of them 
less than 50c. quality and tlie 
vast majority quiet, rich patterns 
which the most modest gentle- 
man could wear. 

Clearance of Gas, 
Electric and Com- 
bination Fixtures 

at twenty-five per cent, discount. 

A good chance for property 
owners who wish to replace the 
fixtures in one or two rooms of 
the house. 

The fixtures in this clearance 
are all samples of the best gas, 
electric and combination fixtures 
we've shown. Only one fixture 
of a kind left, but every style is 
good and every fixture is perfect, 

A big variety to select from, 
and at the clearance prices you'll 
save one-quarter of what such 
fixtures usually sell for. 

No. 231 

Whether you work or play to- 
day — we've everything you'll 

We work — stores open. 

We Want Your 
Laundry Bundle 
52 Weeks in the 

If you send it here once and it 
is not satisfactory you will not 
send it a second time, will you? 

We want your bundle and do 
our work accordingly, making 
your clothes pure, sweet and 

•Send your laundry work here 
once, we'll prove our assertion. 

N<>. 'iaa 

P^oot Balls and 
Punching Bags 
at $1.00 up 

Sporting goods are the ideal 
gifts for boys. A Punching Bag 
or Foot Ball would give tlie most 
pleasure to the youngster. 

No. 2;i4 

We have the ordinary ?i 50 
walking glove beaten — ' hands 

Have a heavy tan walking glove 
uKide specially for us to sell at 
$1.50 as a specialty — a sort of 
handy advertisement for our great 
big glove business. 



No. 335 

No. 330 

No. 249 

The Sleighs Are 
Ready When 
You Are 

Tliere's Roing to be lots of 
sleigliing this winter, so the 
weather man says, so you might 
as well start in right. Our stock 
is ready fur your inspection and it 
is a dandy. There's a large va- 
riety, with style in every one and 
the prices are right. 

Our stock of blankets and robes 
is in and it is the biggest and 
best we ever had. 

No. 336 

We've been filling in. 

Just when all clothiers are 
tempted to let their overcoat 
stocks run out, we've filled in 
missing sizes and now have a 
fresh and full stock at the medium 

Higher up, at S32,?35 and $38 
the bald spots have been covered 
by marking down many of our 
finest overcoats — garments that 
were from $5 to $17 more. 

With the material reductions in 
mixture suits, this makes a stock 
unusually attractive. 

$5 Christmas 

Many people want to spend 
about this amount for a Christmas 
Gift. We have selected a few 
articles at random out of our im- 
mense stock, and shall be pleased 
to receive a visit of inspection on 
your part. 


Pearl Opera Glass, fine quality 
lenses, $s ; Chatelaine Watch, 
good time-piece and fully guaran- 
teed. $5 ; Rings set with genuine 
pearls, $$ \ Silver Toilet Set, 
brush, comb and mirror in a 
case ; a beauty, $5 ; Brooch, solid 
gold; large variety, $5; B^ck 
Combs, also Side Combs, fifty 
patterns, ^5; Manicure Set, ster- 
ling silver, in case, $s '■• Gold 
mounted, pearl handled Umbrella, 



Gold Fobs, large variety, $i ; 
Stick Pins, solid gold, set with 
diamond; exclusive design, J5 ; 
Diamond mounted Cuff Buttons, 
$5 ; Opera Glass, extra quality, ?5 ; 
Gold mounted, all-silk Umbrella, 
J5 ; Military Set, silver and a 
beauty, ?s ; Solid Gold Rings, 
endless variety, $5 ; Chain and 
Charm, $5: Shaving Set, $5; 
Brush and Comb in case, $$. 

Hundreds of other suitable gifts 
to fit every taste and every purse. 
Make your selections early — a 
small deposit will secure the arti- 
cle for you. 

No. 338 

Milady's Desk 

Buy from the complete stock. 

With pigeon holes and drawers 
enough to tuck away the hundred 
and one things a woman always 
likes to have under lock, and key. 

Done in half a dozen woods to 
match up with the suit in milady's 
chamber. Some of the most 
beautiful designs that have ever 
been reproduced in mahogany — 
old colonial styles in dull finish 
with cut glass pulls are among the 

Your summer coat of tan ought 
to ho rain proof. 

T.m coverts, cravenetted, are 
here in plenty, beginning with a 
crackerjack at $20 that's extreme- 
ly light weight. 

Other shades of cravenetted 
coats ready too. 

No I the $2. 25 sale shoes aren't 
all gone yet. 

A Long Run 

Faster falls on April 23d this 
year — very late. 

Three solid months of " social 
season"! It will go hard with 
that old Dress Coat. 

Full Dress Suits, silk lined, $25 
to S50. 

Tuxedo Suits, $22 to $35. 

Dress Vests, $3 50 to gio. 

They're all Yates-made." 

Throw No Shoes 

that are worn broken or run 
down at the heels ; we repairthem 
equal to new at little cost. 
Work Guaranteed. 

We've made a touch. 

Have already given our stores 
a touch of Fall by showing some 
of the best coming Fall's Suits: 
the best always come first. 

Still have some of the sale soft 
hats at ;?i.85. 

Will Not Be 
Home to Lunch 

The holiday trade will force 
many ladies and gentlemen to 
lunch down town. Our "ready 
dislies," printed on our daily 
menus, offer a tempting variety 
for a light lunch or a substan- 
tial meal. Cuisine and service 
perfect. Surroundings attractive. 
Ladies' entrance on Church street. 

No. 244 

You have heard us say that Gas 
is cheaper than wood or coal. 

In order to do so it must be 
used economically. 

'*How to 
Economize Gas" 

Have things ready to cook be- 
fore lighting the Gas. 

Don't use a large burner when 
a small one will do, and turn down 
burners so as to use what Gas you 
need and no more. 

Use the Summerbumer to keep 
kettle boiling for soups, stews, 
vegetables and to keep food hot. 

Have a blue flame on your 
range by adjusting mixers. A 
blue flame is economical. 

When you do these things you 
will be satisfied. 

Ranges — Detroit Jewels and 
Iduals 53 down and S3 per month. 

What Credit 
Means at 

Have you ever thought that 
Cliristmas with all of its pleasure 
and gaiety was really "worrying 
time?" It is " woirying time" 
to the majority of people, and all 
of the worrying grows out of one 
question : How shall I pay for the 
things I want to buy? The ques- 
tion is simple ; the answer is sim- 
pler still : '• Let Credit Stand for 

Tlie Credit Plan was not inau- 
gurated without a definite object 
in view. It is simple ; it is prac- 
tical ; it is appealing to thousands 
of people. Why not you ? 

Let Christmas eliminate every 
symptom of care and trouble 
about paying. The Credit Plan 
goes hand is hand with a Merry 

Tliere are some suggestions fol- 
Inwing that tell of practical, use- 
ful and thoroughly good things 
for gifts. The price range is 
merely to give you an idea of how 
much you need have charged. 

Men's Department; Men's 
Fancy Vests, $3 to 55; Men's 
Winter Overcoats, $10 to $2$ ; 
Men's Dress Shoes, $3 5° to $5 ; 
Men's New Hats, $1.50 to $5; 
Boys' Sails, $2.50 to' $S ; Boys' 
Overcoats, J3 to ?S. 

Women's Department: Wo- 
men's Silk Waists, §3 50 to $12; 
Women's Dress Skirts, ^3 to5"S ; 
Women's Winter Furs, $2 to $25 ; 
Women's Stylish Coats, $ to 
$2$ ; Ctiildren's Coats, $5 to $15 ; 
Misses' Suits and Coats, ?io to 

No. 346 

A Good Time to 
Buy Black Silks 

Many a good mother or grand- 
mother gets a handsome black 
silk dress pattern from some one 
to whom s/t£ played Santa Claus 
in the long ago. We have al- 
ways sold a lot of them for gifts, 
but we have not often been able 
to offer such an array of good 
silks below value. 

Christmas Slippers 
for All 

Slippers will serve as appropri- 
ate Christmas presents as long as 
the Yuletide thought means the 
giving of comfort and pleasure 
to the recipient. All kinds are 
here for every member of the fam- 
ily — and so many styles that you 
can differentiate to a nicety in 
the slipper requirements of all 
those down on your list for slipper 

No. 248 

"Off Duty" 

In the attic you doubtlessly 
have stored old furniture, out of 
service simply because it'sscarred 
and nicked. Did you know the 
value of " Lacqueret " — the great 
wood restorer, tilings would soon 
be different. It conceals all 
scratches and nicks, makes all 
old wood-work as beautiful as 
new. Can be used in a hundred 
ways about the house. 
Qt. Cans, 75c. 

Nobody can safely say just what 
kind of weather— and walking — 
We're going to have during the 
next couple of weeks, 

S^ife guess it won't be of the 
summery kind — This is New Eng- 
gland, you know. 

So long as you keep your feet 
dry and warm, it won't matter 

Have you seen the new Fall 
and Winter weights in Milford 

Same as summer price — $i. 

Young Man 

Two cigars a day would buy you 
a nice home in twenty-five years, 
and your wife would have a hus- 
band she could be much prouder 

Get a pass book, save your 
money and see your monthly pay- 
ments grow. We have been in 
business 22 years and have handled 
two millions of Bloomington peo- 
ple's money. 

Holly Ribbon 
Another Bright 
Thouorht for 

Most everyone will be using 
this pretty Ribbon to give an 
extra touch to their Christmas 
gifts. It comes in a soft white 
Duchess ground, with festoons of 
ricli holly berries and leaves; and 
here's another suggestion — why 
not use it for making bookmarks ? 
Widths are M,i,i% and 2 inches, 
and prices are accordingly, Sc, 
i2'.'C., 17c. and 25c. a yard. 

No. 253 

All Languages 

in the Foreign Department of this 

Money sent anyi^'here in the 
world at moderate rates. 

Steamship tickets for sale — 
direct agent for leading lines and 
Hartlett's Foriegn Tours. 

Letters of Credit and Travelers' 
Checks issued. 

No. 253 


Lamp-light is best for win- 
ter evenings. It illuminates soft- 
ly, strongly, diffusively, and is 
surer and steadier than any other. 
Our Lamp stock is an art collec- 
tion. Metal was never before 
wrought into such unique forms — 
bowls and globes and shades were 
never before enriched with such 
exquisite decorations. The groups 
of Candelabra and Electroliers 
will please and interest you. 

No. 254 

Whoop it up I 

Get as enthusiastic as you please 
over selecting a Fall suit. 

Our candidates for the honor 
will back up all the good things 
that are said about them. 

$16 to S38. 



No. afifl 

So. 271 

A Bad Neighbor 

One Lad neighbor often creates 
a whole lot of trouble^one bad 
tooth will soon maks a mouthful. 
A gold crown will permanently 
restore that one— even if quite 
bad. We guarantee every opera- 
tion to be painless. Gold Crowns 

A Gift is None the 
Less Welcome 

because it is practical and will do 
somebody some real good. 

We pack and send away for 
Christmas, assorted boxes of the 
very nicest, newest and daintiest 
things to eat and drink imagin- 
able. Their cost runs from Ji up 
to $io each (the S3 and $5 boxes 
are the most popular). You can 
tell from the Printed List exactly 
what each box contains -and a 
Postal, a Telephone or a call will 
fetch the list. 

Think it over. 

Four Chairs 

at our handsomely renovated bar- 
ber sliop I That means quick 
service and no long waits. 

And we promise you'll find a 
good barber at every ch.iir I 

" You're next I " 

Xo. 258 

If It Isn't Right, 
We'll Gladly 
Make It So 

That is our stnnding offer on 
whatever you buy of us. We 
wariant every article to be exact- 
ly as represented, if it ptoves 
otlierwise, we'll gladly "make it 
good," either in exchange of 
goods or the cash. Can you 
think of a safer basis on which 
you can make your holiday pur- 
chases in Diamonds, Jewelry, 
Watches, Clocks, Cut Glass, 
Silver, etc. 

We do a lot of Watch Repair- 
ing just because we do it well. 

Xo. 369 

Why Do Ladies 

Because: It is healthful exercise. 
It saves them doctor's bills. It 
improves tlieir complexions and 
makes them more graceful. 

Boys* Books 

*' Joe's Signal Code," by Hea- 
ser; " In the War With Mexico," 
Dy Brady;" With Kthan Allen of 
TicondL-roga," by Foster; "The 
Pathfinders of tin: Hevoluiion." 
by Oriffis; " Witli Rodgers on the 
Prcsidcni," by Otis. 

These books — for boys from 12 
to 15 years of age -sell usually 
for ?i 25 and ^1.50. Our price, 
qsc each. 



An opportunity for the Mil- 
waukee woman with the smallest 

We are displapng in our show 
window to-day a pair of Pingree- 
Ufade $7 Ladies' Shoes, ^s pretty 
a pair of footgear as was ever 
turned out. Tliis pair is in a very 
low number, not too small, how- 
ever, to fit some Milwaukee 
women. We will present this 
pair of shoes 10 the lady who can 
wear them, the only condition im- 
posed being that the claimant 
must be a re?;ident of Milwaukee 
and must call in person at our 
store to have the shoes tilted. 

Eat Them Dry 

or toast them on the gridiron or 
in the oven and serve them warm. 

They make a delicious relish 
for the failing appetite. 

Some call them Digby chickens. 
We call them 

Smoked Herring 

and they are selling to-day 
at 15c. a box. 

Try a box to-day. They will 
keep a long time. 

Xo. 263 

That Xmas Piano 

Should be purchased or reser\'ed 
now. It's not a bit too early. 
Then you don't have to go all 
over town to look at the different 
makes before buying — 

We've Got It Here 

We keep more different high- 
grade pianos than any other two 
nouses here. (ilance over this 
partial list — you'll find nothing 
common among them. 
Chickering Gabler 

Behr Bros. Smith 4 Barnes 

Haines Bros. Krell 
And others of standard reputation 
that you can buy on the Easy 
Payment System. 

No, 204 

We hope you're not above wet 

We've been above having them, 
since we waterproofed our " Pe- 
destrian " walking shoe so well 
that we can guarantee it water- 

Don't Bake 

— have us do that for you. 

I f our Pies and Cakes and 
Pastries were only just as good as 
you can make in your own home 
kitchen, our only argument fnr 
your patronage would be through 
saving you trouble. As it is 
they're better than ynu can makt-. 
We use the same high-class ni,i- 
terials you use at liome — the 
finest creamery butter, etc.- but 
we have facilities and experience 
that must naturally be lacking 
outside such a bakery as this. 
H.Ave us bake a Pie or a Cake for 
you on a trial order. 

Boys* Shoes 

What better Christmas present 
can you give your boy than a pair 
of shoes— or what will tickle him 
more than a pair of gum boots ? 

Bcjth are here in a large variety 
of styles and sizes at small prices. 

(Items and prices followed 

His Present 

Hoskins Chair No. 677)^. 

Upholstered in real leather; 
framed in quartered oak. An ex- 
clusive value, atSi7. 

A revolving desk-chair is one 
of the happiest solutions of the 
frequently puzzling question of 
what to give paterfamilias; 

Our stock of revolving desk- 
chairs embraces the widest pos- 
sible variety of patterns, and our 
prices range from S5 to $50. 
Elastic Bookcases. 

Every wood, in all the different 
finislies, to harmonize with any 
scheme of furnishing. 

That Boy 

will want something for Christmas 
that comes from our store. 

Skates -the best makes in all 
kinds and sizes— all clamp, or key 
clamp or to screw on. 50 cts. up. 

Sleds — A large assortment of 
good sleds including Flexible 
Flyers, 75 cts. up. 

Pocket Knives — Every kind a 
boy could ask for and the best 
every time for the price. 25 cts. 

Express Wagons — Some good 
ones that won't go all to pieces. 
90 cts. up. 

Buckboards — Three kinds of 
buckboards and several farm and 
patrol wagons. $3.25 up. 

Tool Chests -Some are only 
toys, but most have good tools 
from our stock, ^i .00 up. 

No. 209 

Visit New- 
Haven's Largest, 
Lightest and 

Doesn't seem possible, does it ? 
Thanksgiving past and Christmas 
just ahead ! Got to think serious- 
ly of Winter clothes now — and 
gifts as well. You'll find us pre- 
pared for you — the best overcoats 
in all the new styles — ?io to 55"; 
the smartest suits, J15 to $28; fix- 
ings for day, evening or night 
wear, proper hats and shoes and 
warm wear generally for man and 

We're showing the largest and 
most varied stock ot holiday wear. 
Ready when you are, at tne Big 

No. 270 

Very Best Holly 

— fine big branches, fresh from 
the wonds of Virginia and just 
what Bangor storekeepers and 
housekeepers want for their holi- 
day decorating. 

What's your order? 

Why Not a Clock? 

The bright face of a good clock 
and its ceaseless tick-tock would 
call to mind the giver every hour 
in the day. 

Gilt Novelty Clocks— 51.25 to 

Gilt Mantel Clocks— hour and 
half-hour strike — $20.00 to $75.00. 

French Traveling Clocks, in 
leather cases - $5 .00 to $40.00. 

Gilt Sets — $10.00 to $35.00. 

Bracket Clocks, in oak or ma- 
hogany cases — S'i-25 to $90,00. 

Enameled Iron Clocks— ^.00 
to $12 00. 

Alarm Clocks— 85c. to $3.50. 

Cuckoo Clocks— $5.5010 $25.00. 

Hall Clocks — $32,50 to $400.00. 

Drop in and 
Have a Bite 

the first time you come to Dan- 
bury. You'll find my Quick 
Lunch Bar a good place to re- 
cuperate, I keep open house 
from 5 a. m. till after midnight, 
catering to hundreds daily. 

More towners and out-of-town- 
ers coming every week to like the 
wholesomeness of the fare and the 
cleanliness and order of the new 

I am having a big run on shell 
foods at present. Oysters on the 
half, stewed or fried. Clams in 
chowder, or any way you prefer to 
have them served. Coffee and 
rolls, IOC. My bill of fare em- 
braces a hundred appetizing 

Regular dinner daily, 4 to 8 p. 
m. — 30c. 

No. 273 

May We Suggest 


Suitable Gift 


New Carriages 


Your wife may have admired 
one of tli')se swellclosed carriages 
we are offering, a station wagon, 
a bioguhani. or a coupe rockaway. 
They are the acme of style in 
vehicles, and the superb excel- 
lence of the maierial and work- 
manship is in keeping with the 
elegance of the style. The great 
present and the still greater pros- 
pective improvement in the streets 
makes a fine carriage a source of 
pleasure. Never have we had 
such a fine assortment, and never 
have fine vehicles sold so ranidly 
as this season. No trouble to 
show tliem to v<»u. 

Santa Clans Has 
Taken Possession 

of this 
Great Toy Store 

Old Santa Claus, with ne'er a 
pause, h.iS worked hoXh day and 
nigtit, to make these tnys for boys 
and girls who try to do what's 
right. The jolly eli is here himself, 
'midst all his queer creations, and 
his quick ear is sure to hear your 
whispered expectations. 



No. 375 

No. 379 

No. 284 

lOO-piece Dinner 
Sets, $12 ; 
regularly $\8 

The same quality, decorations 
and sliapes that we keep in two 
open-stock patterns all the year 
at $ 1 8— so you can replenish 
whenever necessary. 

This special lot goes in sets at 
Ji2, because the factory made a 
concession in price, 

The accompanying ticket shows 
exactly what the set contains. 

12 Dinner Plates, 12 Tea Plates, 
12 Soup Plates, 12 Preserve 
Plates, 12 Butter Plates, i Meat 
Dish, ist size; 1 Meat Dish, 2d 
size; i Meat Dish, 3d size; 2 Cov- 
ered Vegetable Dishes, 2 Un- 
covered Vegetable Dislies, I Soup 
Tureen, i Sauce Boat, i Covered 
Butter and Drainer, i Pickle 
Dish, 12 Cups and Saucers, 100 
Pieces, Price S12. 

Note— In china it is customary 
to count covers of dishes and 
saucers as separate pieces. 

No. 276 

Don't Spend All of 

Your Xmas Money 

for toys and knick-knacks, 
open a savings account for 
child as tiie best Christmas 
We pay interest. 



No. 277 


Picked off the trees and not off 
the ground. Sorted by hand and 
not with a shovel. Packed in 
barrels and not in box cars. 

And now is the lime to lay in 
your winter supply. We will 
soon receive a car-load of Michi- 
gan and New York choicest barrel 
apples and will retail them at a 
remarkable low figure. 

Fancy Kings; No. i Spies; 
Baldwins; Greenings and Rock 

Ranging in price from $3 to 
$Z--$ if taken before they are put 
in the cellar. 

No. 278 

An Iron Man 
Climbs a Ladder! 

Have you heard about him ? U 
not come to our store to-day. We 
want all the buys and girle to see 
this inleresting new toy— an Iron 
Man Climbing a High Ladder 
just as quickly as a real man 
could do it. Our large and ex- 
clusive Toy Display continues to 
be the center of interest. 

There are hundreds of new 
mechanical toys here that you 
ought to see. It will make you 
laugh to see those Dancing Black 
Dogs, Kicking Mules, the Mule 
Playing a Drum, the Boy Riding 
a Runaway Pig, Quacking Ducks, 
Lowing Cows, Bleating Sheep, 

The Greatest Doll Show ever 
held under ruof in Leavenworth. 
They are here in all styles, sizes 
and prices. Some are dressed in 
silk, some in cotton, while many 
have no dress at all. Standing 
dolls, sitting dolls, sleeping dolls 
and wide-awake dolls. Come in 
and make your holiday selections 
at once. 

We Will Beat or 

Any price offered by any repu- 
table coal dealer in Brockton for 
full weight, good quality coal. 
Our $7.75 Peerless Stove Coal in 
tons or Baby Bags is suiting hun- 
dreds of cooks. 

Beautiful Gift 

There can be no more service- 
able Gift, nor one that will prove 
a more constant reminder of the 
giver, than a pretty and useful 
piece of furniture. 

There's always room for another 
rocker, or a couch. Some nooks 
seem made for a little parlor table; 
and the hall witliout a hat rack 
looks bare. And as for those big, 
easy Turkish chairs and rockers, 
wouldn't anybody welcome such 
a gift ? Or a Morris chair. 

Then a curio cabinet or china 
closet. How much more at ease 
one feels to know that her treas- 
ured bits of china and bric-a-brac 
are safely and appropriately 
housed in a handsome cabinet. 
And as for sideboards and 
women's desks — but why enume- 
rate ? Our Furniture Depart- 
ment does not contain a thing 
that wouldn't please and satisfy 
as a gift, whether for one's own 
home or a friend's. 

The following items have been 
selected for tneir extreme ap- 
propriateness, and are reasonably 
priced. There are few homes in 
which one of them would not be a 
higtily treasured acquisition — the 
styles, construction and finish are 
of the highest character; 

More of These 
Coats at $22.50 

We announced Silk Coats like 
these, a few weeks ago— the Most 
Remarkable Coats for 1^22.50, the 
finest garments possible at the 

Women came— saw — and eager- 
ly took them all. 

Here's the happy opportunity 
once more : 

Coats of fine black taffeta, 36 
inches long ; sunburst accordion 
plaits falling from a yoke ; fancy 
sleeves, taffeta stole. 

T/te black silk-and-lace collar 
is hand-made. ;?22.5o. 

No. 283 

Blankets Cleaned 

in a sanitary way that restores 
freshness and beauty. Allow us 
a trial blanket- we're sure then 
of the rest, for our perfect process 
is the result of 45 years' experi- 
ence. Prices are very low, too. 

No. 383 

'Phone Books 
Bound, 25c. 

It's hardy to have the Wash- 
ington secuon of your telephone 
book boui d separately. We'll 
do it for 25;. 

Wrappers and 
Matinee Suits 
at 88c 

A yearly carnival of house gar- 
ments that almost countless wo- 
men look forward to with impa- 

The event which will have its 
inception tomorrow will be the 
greatest of all. 

There will be an innovation— 
besides the dainty, comfortable 
Wrappers there will be introduced 
a chic little " Matinee " suit. All 
actual $1.50 Garments at S8c. 

No. 285 

Tuxedo Coats 

Every society man ought to 
have a "dinner" coat. It's a 
more convenient, smarter garment 
than the "swallow-tail" for stag 

We have some o£ these coats 
beautifully tailored, 90 per cent, 
finished, and can be finished to 
fit you in two hours or less. Price 


Full dress suits, $25.00. 

No. 286 

Gift Furs 

The elegant and the inexpen- 

Those who contemplate giving 
Furs for Christmas will find our 
immense stock and Low Prices 
great aids to satisfactory selection. 

Our reputation guarantees re- 
liability, no matter how little 
prices may be. 

Goods held for delivery at any 
desired time. 


T-lie Reliable's plan for the 
Holidays has so pleased the 
people that they have responded, 
not by scores, but by hundreds, 
and our books are filling with 
new accounts. No such plan has 
ever before been proposed by a 
furniture house. It allows a full 
expression of holiday sentiment 
without having any effect on your 
cash resources. Heretofore it has 
been impossible to secure easy 
terms of accommodation on any- 
thing, save that intended for your 
own use. Now, according to our 
new plan, you can give away any- 
thing we have in stock and take 
the same time and way to pay for 
it. We will make the deliveries 
at or close to Christmas time, as 
you desire, and you may even 
come now, make your selections 
and have them laid aside until you 
want them delivered. We are 
sincere in every word uttered in 
this advertisement, and the plan 
is at your disposal precisely as 
stated. Nearer and nearer we 
are approaching that ideal method 
of merchandising which is des- 
tined to throw aside all ancient 
plans and make buying a real 
pleasure instead of a burden, as 
It is in many cases. We are ele- 
vating and dignifying credit pur- 
chases, and eventually you will 
think of the Reliable Furniture 
and Carpet Co., alone, when you 
think of furniture and household 
necessities. Our Store is open 
evenings for the benefit of those 
who cannot conveniently shop 
during the day. 

To-Morrow Is 
Wash Day 

again at the Conser Laundry. 

While busy with your Christ- 
mas shopping send t1ie family 
washing to the Conser Laundry. 
Rough Dry 5c. the pound. 

No. 289 


Whipped Cream Chocolates. 
Described. Chocolate creams, 
with a soft, frothy center, unus- 
ually delicate and light, in vanilla 
or chocolate flavor. 20c a pound, 
regularly 30c. 

Fresh and pure. 

No. 290 

How Would a 
Dress Pattern Do? 

Lots and lots of mothers and 
daughters, and sisters, too, would 
much prefer a practical gift- 
material for a dainty house or 
evening dress, a street dress— to 
some trinket or ornament they 
have no special use for. Here 
are three specials for to-morrow 
that may help you out • 

(Descriptions and prices.) 

Babies' $5.00 
Corduroy Coats 


Any little one— 2 to 4 years old 
—on your Christmas list? If 
there is, here is the swellest little 
Corduroy Coat, full box effect, 
with double row of pearl buttons 
in front and patent leather belt. 
But that's not all of it— there is a 
large pointed collar, trimmed with 
lace medallions and edged with 
cord. A S5 coat inside and out 
— for to-morrow it is specially 
marked ?3.49- Every coat warm- 
ly interlined. Bruwn, blue, tan 
and garnet. 

More gifts for tiny toddlers. 
(List and prices.) 

No. 292 

Women*s Correct 

The novelties in stockings will 
receive the first showing here 
from now on. New importations 
of the very latest effects will arrive 
every week or ten days. 

This will be a new way of doing 
things compared with the old way 
of having them come in great lots 
—means getting a greater variety 
of the exclusive things. 

The latest dictates of fashion 
demand a color scheme from bon- 
net to foot-gear. Among the 
leading and most exclusive shades 
in hosiery are violet, geranium, 
emerald, morocco, French blue, 
aqua marine blue, livree shades, 
biscuit, tan and onion. White 
will also be notably popular. 
Daintily embroidered in self or 
contrasting colors, in plain lisle of 
sheerest Gossamer fabrics, lace 
ankle and lace allover. 



No. 293 

No. 297 

No. 302 

No. 306 

Suits for 
Stout Boys 

Our Boys' Clothing Store is 
prepared to serve the stout boy 
unusually well. To-day we show 
an excellent group of new Double- 
breasted Jacket Suits, with knee 
trousers, especially adapted to his 

We should very much like to 
have parents come in and see 
these handsome suits — parents 
who want to clothe their young 
sons with tasteful and ser\'iceable 
suits and at the same time exercise 
their thrift. 

All-wool — every thread. 

And besides their stylish, good 
looks, there are many points of 
goodness in these suits that are 
invisible— but they tell in the 

Double-breasted Jacket and 
Knee Trousers ; sizes for 12 to 16 
years. In mixed cheviot, at 
^6. go, $7 50 and $8.75, In blue 
serge, at $6.50 to gio. 

No. 294 

Win Her With a 

Buy your loved one a diamond 
for Christmas — the rest will be 

Diamonds $7.50 up. 

Our part payment system makes 
a diamond easy to buy and easy 
to pay for. Drop in, we will be 
pleased to show you goods and 
give you full particulars. We re- 
quire no money down at the time 
you buy, and make terms to suit 

Xmas is Coming- 

Celebrate the New Year by 
opening an interest-hearing sav- 
ings account with the National 
Safe Deposit, Savings and Trust 
Company, This company has 
2:5.000 such accounts, and has im- 
proved frtcilities for the accommo- 
dation of as many more. 

Executor of Wills. Adminis- 
trator of Estates. Guardian of 

Thomas E. Jones, President ; 
E Francis Riggs, Vice-President; 
W'm. D. Hoover, Vice-President 
and Trust Officer. 

Exquisite Creations in 
Easter Millinery 

All honor to the stunning crea- 
tions which brought thousands 
of women to our opening the past 

We were never quite so satisfied 
with our display 01 hats, and the 
enthusiasm of the throngs of styl- 
ishly dressed women who visited 
the department during the opt-n- 
ing days is evidence that the ele- 
gance of the Millinery is ai>i)reci- 

But there is something more 
than elegance to all this finery, 
they are practical and serviceahle 
Hats. And we might also add 
that thty are very reasonable con- 
sidering the material used. 

We have made up a collection 
of beautiful Hats from ttnj open- 
ing display and marked iliem 
specially as an interesting feature 
for Monday. They are very ele- 
gant French Hats. The special 
price will be $25.00. 

A Waist for a Girl 

A Christmas suggestion — Silk 
Waist in a dainty gift box. Think 
it over! No! better come and 
see the waists — they'll persuade 
you. These are merely a handful 
of the many lovely ones : 

(Descriptions and prices.) 

No. 298 

Frames for all pictures — Pictures 
for all frames. 

New Middletown post cards. 

The first two of our new series 
of local souvenir cards are just in 
— more to follow. 

These are views of the State 
Hospital and Thrall Park, which 
are gems of color work. 

" Pretty enough to frame," is 
what our customers say — but the 
cards are " two for 5c," just the 

Plenty of new comic and other 
local post cards. 

Some made of burnt leather and 
some of aluminum. 

Post Card Albums in many 
sizes to suit any size collection, 
25c. up. Some in padded leather 


6 North Street, 

New York daily papers delivered 

—Office supplies of all kinds. 

No. 299 

Bargains in Belts 

Immense lot of odds and ends 
and samples of an Eastern make ; 
many very beautiful designs, belts 
that have sold up to Si-oo, all go 
at the uniform price of 3gc. 

Tudor Ties 
for Women 

The Ties that are to be, this 

The Tudor Tie is a slipper-like 
shoe with wide ribbon bow. It 
has smartness to a high degree— 
and, in addition, is very comfort- 
able. It is adaptable to any 
shape of foot. 

Taker all in all, it is not the 
least bit surprising that it is the 
premier shoe for women this sea- 

At three prices : 

Women's Tan Kid Tudor Ties ; 
turned soles, plain toes, high 
English heels. At ^3 a pair. 

Women's White Linen Tudor 
Ties, with turned soles, high, 
straight white heels; smart last. 
At %\ a pair. 

Women's Patent Leather Tudor 
Ties, with light welted soles and 
high Cuban heels. At $5 a pair. 
Same style made in dull-finished 
and tan-color calfskin. 

No. 301 

Back Combs 

Among the new Comb ideas 
we have placed on sale an assort- 
ment of ten beautiful and exclu- 
sive styles in rich shell, amber 
and clear colors, mounted wiili 
etTective Japanese designs, and 
set with brilliant inlaid g"ld, 
olivine, turquoise, rose, amethyst, 
topaz and French crystal settings, 
for J3.S0. 

Frames for all pictures — Pictures 
for all frames. 

Why not some new pictures? 

House cleaning and moving 
time always reveals places where 
new pictures will add to the ap- 
pearance of your rooms. You 
can find here the right picture for 
any room in your house, or your 
friend's, if you wish to make a 

Water colors, carbons and 
otliers for your best rooms. Suit- 
alile pictures for your library. 
Odd pictures for your den. Fit- 
ting pictures for your dining- 
room. Pretty but inexpensive 
pictures for bed-rooms. Prices 
from $ 1 5 to 1 5c. Come and enjoy 
our picture display. 

Rubber stamps made to order. 
New York daily papers delivered. 

No. 303 


Silk Grenadines 


at Half Price 

The second telling of a very 
good tale. 

Some weeks ago the first lot 
came— splendid all-silk Grena- 
dines, from the manufacturer who 
makes them best. We said 
" Half Price " then, as now — and 
they were sold in a flash. 

The same firm, fine quality in 
this day's offering. The vaiue- 
ful opportunity repeated. Staple 
patterns. Fine black Grenadine 
at Half-price. 

At 75c. yard, worth $1.50 — All 
Silk Grenadines, in faille silk 
stripes, cluster satin stripes, and 
embroidered figures on Pekin 
satin-striped grounds. 

At ?i.25 yard, worth $2.50— All 
Silk Grenadines, with embroider- 
ed polkadots. 

All 44 inches wide. 

A Catholic 
Young Lady 

would appreciate a nice Rosary 
for Xmas. We have them from 
25c. to $5. 

IOC Ginghams 
At 6c. a Yard 

There was lively selling on 
Saturday among these attractive 
staple Ginghams of the regular 
IOC. quality at 6c. a yard. It is 
rare indeed that such a bargain is 
to be found in goods that usually 
maintain their regular prices so 
rigidly. The mill had its own 
reason for wanting to dispose of 
400,000 yards in a hurry, and 

was the only customer who 

would attempt the distribution of 
such an enormous quantity. 

There are more than sixty dif- 
ferent patterns to select fpom, in 
little checks, corded and narrow 
stripes, as well as plain chambray 
effects, in light blue, (ightpink, 
navy blue, tan, grayi ox-blood 
and black combined ^ith white. 

Regular loc. qualUy at 6c. a<l. ' 

Children's Reefers 
A Sample Lot 

Handsome — the most fastidious 
gr.iwn-up could not desire more 
stylish wraps than these Chil- 
dren's Reefers are. 

Some are imported models, the 
rest close copies. All the new 
shades and styles and shapes and 
trimmings. Mighty pretty to see. 

S8.00 to #16.50. 

Worth S16.00 to S35.00. 

Sizes for 3 , 4 and 5 years. 

No. 307 

How to Have the 
Boy Well-dressed 

Bring him to . Our Boys' 

Clothing Store is smashing pre- 
vious records this year. And no 

Our display of Spring clothes is 
perhaps the handsomest we have 
yet shown. Style and newness — 

And, besides, here are some 
special offerings: 

Fifty Sample Suits; double- 
breasted jacket and knee trousers; 
in high-grade mixed cheviots; 
sizes for 10 to 15 years. At S4-SO, 
worth $6.50 to S7-50. 

One hundred Double-breasted 
Jacket Suits, with two pairs 
trousers; in mixed cheviots; sizes 
for 8 to 16 years. At $5, worth 

No. 308 

Men's Suits 
And Overcoats 

At $15^ 

In our Men's Clothing Store 
we have a very choice collection 
of Spring Suits and overcoats for 
Men at J15. 

We have given a lot of atten- 
tion to our Men's Clothing at this 
figure and feel sure that it cannot 
be approached any^vhere else for 
the money. These at $15. 

Hard-twisted Worsted Sack 
Suits, in neat gray effects, single- 

Black Thibet Sack Suits, double 
and single-breasted ; half-lined 
with Venetian cloth. A service- 
able, dressy suit. 

A very stylish blue unfinished 
worsted, made into a single- 
breasted sack suit. 

Crutaway Frock Suits, of black 
Thibet; a remarkably dressy suit. 

Spring Overcoats, of black and 
Oxford cheviots, lined with Ven- 
etian cloth; satin sleeve-lining. 
AUo in Oxford, silk-lined. 

The best Raincoats in New 
^'ork, of Oxford-mixed worsteds. 

Prairie Grass 


One of the most durable kinds 
of Summer Furniture, made of 
the wild grass that grows abun- 
(!,iiUly in some of our Western 
Slates, Manufactured by machin- 
ery into twine-like strands, then 
wiiven or braided into many styles 
of furniture. A rich green color, 
both durable and artistic. 

Chairs at 57, ?g, Jii, $12 and 

Rockers at 56, ?7.25, $g,:?, 
?ii 50, $12, ?i2.5o and ^13.50. 



No. 310 

Shirt-waist Suits 

Surely as the blossoms come 
after the snow the Shirt-waist 
Suit retunis to favor. Sensible 
and pretty. But when they're 
bad they're horrid— sleeves and 
shoulders and hips must fit as 
well as they do in these stylish 
suits of ours. 

Not often found so smart — so 
low priced. 

At $2.25 — Of sheer white lawn; 
waist plaited and trimmed with 
embroidery. Gored skirt, trim- 
med with embroidery. 

At $2. 50— Of checked ging- 
ham; gathered at neck and trim- 
med with stitched bands and 
buttons. Gored skirt, trimmed 
with stitclied straps at bottom. 

No. 311 

I Undersell the 


"Drug Trust" 

on medicines and toilet articles. 

I am satisfied with a fair profit 
on medicines and toilet articles, 
and for that reason I have re- 
mained out of the combination of 
local druggists, whose aim it is to 
maintain high prices. Here are 
some anti-trust prices : 

Cascarets, zjc. size, 20c.; 50c. 
size, 40C. 

Fletcher's Castoria, 35c. size, 

Electric Bitters, 50c. size, 35c. 

Lyon's Tooth Powder, 25c. size, 

Orrine, No. i, $1 size, 75c. 

Orrine, No. 2, gi size, 75c. 

Munyon's Paw-Paw, $1 size, 
67c. (3 for?2). 

All Munyon's 25c. Remedies, 
17c. 3 for 50. 

No. 313 

Men's Half Hose 
And Underwear 

A handsome showing of light- 
weight Half Hose and Under- 
wear, suitable for wear this 

Cool, sanitary — and protective. 
Moderately priced. 

Men's Half Hose at 25c. a pair 
— Of imported black lisle thread, 
allover openwork. 

Black or tan lisle thread, with 
open-work side-clocks. 

Black cotton, with lisle spliced 

Black cotton with unbleached 

Tan, gray or cadet blue cotton, 
with lisle spliced soles. 

No. 313 

This is Weather- 
Strip Weather 

and we are sending out orders for 
weather strips to every section of 
the city. Winter has given warn- 
ing blasts of the cold weather 
that is to come and now is the 
time to get these weather strips 
on your doors and windows. 

Be^t Felt Weather Strips, One 
Cent a Foot. 

Drop postal or 'phone Main 
626, and our representative will 
call, take measurements and sub- 
mit estimates free. 

No. 314 


An opportunity of moment. 

Stockings of fine lisle thread, 
correct, lasting, well-fitting and 
comfortable for Summer 

And hereby hangs the tale. 

At 25c. pair, usually 3SC.— Of 
impitrted fast black lisle thread 
in Richelieu, cluster or small 
rihbed effects. 

At 50c. pair, instead of $1 — 
Two styles of fine ingrain lisle 
thread Stockings; one is a bril- 
liant lisle. Quahlies that sell at 
5 1 a pair. An overstocked im- 
porter sold us the lot at half- 

Style in Walking 
Skirts and Only 
$2.95 to Pay. 

The very swing of these trim 
skirts of the fancy mixed mate- 
rial is good stj-le. While the Kcn- 
eral effect is dark, there are glints 
of color breaking all over tlie sur- 
face. Seven gores is the original 
plan of the skirts, but the tnple 
pleats that start below the hip 
line and continue to the foot in- 
sure that smooth, snug fit at to]i, 
and give the breadth and fullness 
at foot now so necessary. Any 
wonder we call them trim I At 
four dollars you would think them 
absurdly cheap— at J2.qs you'll 
think as we do, that they are a 
most unusual bargain. 

Easter Ribbon 

Easter Ribbons in amazing 
variety. Our greatest display. 
Ribbons for girdles, neckwear 
stocks, sashes, hat trimming. 
For fancy work, for dressmaking. 
Dainty wash ribbons for women 's 
lingerie. Beautiful white ribbons 
for Easter. 

zqc. Soft White Messeline, 5 J- 
inches, iqc. 

6-in. Wliite Satin Taffeta Sash 
Ribbon, 35c. 

40C. White Messeline Ribbon , 
special, 2gc. 

15c. 3', inch White Wash Taf- 
feta, at loc. 

No. 7 White and Colored Taf- 
feta, at 5c. 

No. 317 

The " Henley," I3 

A new hat for college fellows 
that smacks strongly of the cam- 

It has a certain air of distinct- 
iveness about it. And breathes 
a spirit of independence and free- 

The crown is low — five inches. 

The brim widths are 2% and 
jij inches. The narrow brim is 
in favor this season. 

It may be worn telescoped, 
dented and various other ways; 
and perhaps therein lies the 
principal feature of this hat— its 
absolute obedience to the wearer's 
whims. The brim may he crush- 
ed any vhich way — and that way 
it stays. 

In pei.rl, fawn, copper and 

Hat Bands in college colors— 
35c. and; .c. 

The " henley"— f3. 

No. 318 


"My Lady's 
Treasure House" 

The furnishing of the Dining 
Room is not complete without a 
China Closet. It is "My Lady's 
Treasure House," where those 
dainty pieces of china and cut 
glass are stored safe away from 
dust and miscliievous fingers. 

This store makes a feature of 
these pieces of furniture. 

A solid phalanx of them 
stretches down one entire wall 
of the main floor, in English oak 
and real mahogany, some severely 
plain, others elaborately carved — 
all masterpieces of the furniture 
maker's art. The prices range 
between $18 and $150, and at all 
in-between prices. 

China Closets, Dining Tables 
and Chairs, Sideboards and Buf- 
fets, come under the head of 
"Thanksgiving Furniture"- at 
this season a magnificent sliowing 
here of all such. 

No. 319 

Outfitting Girls 
For Spring 

It's like second nature to us — 
dressing girls in the most stylish, 
sprightliest mode. But primarily 
the way the girls themselves wish. 

And for tliese springtime days 
we are prepared exceedingly well. 
Suits, Dresses, Jackets and Reef- 
ers — an abundance of all in the 
newest and best. 

Perhaps you may be able to 
get a faint idea from these; 

Suits, beginning at $10. A 
most complete and handsome as- 
sortment in blouse and coat ef- 
fects, up to $72. 

Wool Dresses, beginning at S5, 
for a stylish little Russian dress 
of fancy brilliantine. Others up 
to S16.75. 

Covert Cloth Jackets, ?5 to 

Regulation Reefers of navy 
blue serge and covert cloth; 
double-breasted front, belted 
back; lined with Italian cloth; 
embroidered chevron. $5. 

Spring Shoes 
for Women 

To-day's special word is of 
three different lines of stylish 
shoes for women, any of which 
would be counted fairiy priced at 
$3. The Wanamaker prices are 
$2 and $2.40, and the shoes are 
made up to the Wanamaker 
standard in every way. 
The descriptions follow: 
Women's Brown Kid Oxfords 
at $2. 

Rich nut brown m color; sott 
texture; made with welted soles 
and neat military heels on shape- 
ly last. 

Women's Black Kid Oxfords 
at S2. 

Soft lustrous black kid. with 
tips of same; welted soles of flex- 
ible oak leather; shapely toes and 

Women's Patent Kid Blucher 
Oxfords at $2.40. 

Smart in design, comfortable to 
wear; japanned kidskin in the 
best shiny leather for Spring 
wearing, and these shoes are cor- 
rect in every way. 

No. 321 



Are Prodigious ! 

In spite of the sentiment that 
attaches to this great American 
festival, it is unquestionably the 
Thanksgiving dinner that has be- 
come the leature in the day's ob- 
servance. The whole menu, for 
the approaching feast, has already 
been planned by the thrifty house- 

We wonder if she has given 
the attention to the Table Ser- 
vice that this important adjunct 
deserves. The enjoyment of a 
dinner is greatly enhanced if the 
table appointments are tasty and 
complete. Not necessarily elab- 
orate or expensive, but neat. 

For instance , your dinner ware , 
is it not about used up? This 
is the time to replace it with 
one of ours. Where would you 
expect to find a greater assort- 
ment, more attractive patterns, 
more reliable goods or more satis- 
factory prices than at the " Big- 
gest Crockery Store in the State ? 

Open stock patterns and regu- 
lar sets, Haviland China, Eng- 
lish, German and Domestic 
goods, at any price you choose. 
Course Sets, Chop Plates, Cups 
and Saucers, etc. 

Tasteful Glassware is always 
effective. See to it that your 
table is properly supplied; 
wliether you need much or little, 
we are yours to command. 

Carvers? Oh, yes, we keep 
Carvers ; turkey size or for the 
small birds. This will interest 
the man of the house. He has 
to do the carving. Then there's 
that immense department of 
kitchen furnishings. Possibly you 
think that your kitchen is well 
supplied with the needfuls for 
preparing the great feast. We 
venture to say that it is not, un- 
less you have recently visited our 
kitchen department. There are 
so many new and practical articles 
continually being brought out for 
the convenience of the cook, that 
but few households are lacking in 
something useful. Hadn't you 
better look into this subject ? 

No. 333 

Reed Furniture 

Better known as "wicker" or 
"ratun" furniture. Made from 
reeds that are grown in China 
and India. Bleached and cleaned 
to whiten them, and finished with 
clear shellac to leave the natural 
color, or stained and enameled in 
various colors. Some of the 
pieces are handsomely uphol- 
stered with seat cushions, or seat 
and back cushions in fancy cre- 
tonnes and drapery cloths. Prices 
range in various finishes. 

Chairs at $7.50, «8, $8.50, $9.75. 
$io.5o,$i3^St3.5°. *I4, ?i6. *'q> 
5iq.5o and $20. 

Rockers at $8.50, $q, $10, $12.50, 
Ji3,Si4andl5i7. ^ . , 

Settees at $13, *2o, $21, $24, 
S26, ^30 and S33-50. 

Suites, of three pieces, at 
$52.50, ;f5o and $73.50. 

No. 3'.i3 

Remember to 
Dine Here on 

Another of those famous 50c. 
Table d'Hotes will be served from 
1. 30 to 6p.m. Best meal of the 
week, you'll say. 

Stop in fo- a Club Breakfast 
any day. 25c., 30c., 35c. 



Ko. 335 

Men's Derbies 
^'•75. Worth^2.5o 

Again to-day. 

We weren't a bit surprised yes- 
terday that these Derbies were 
snipped up so quickly. It was 
just in the nature of tilings. 

To-day the Quantity is, of 
course, depleted; but the choosing 
still remains just as good. 

The designs are all new this 
Spring— and in variations to suit 
any man's taste. All sizes. 

We told it yesterday — why these 
Derbies are |r 75, instead of 
?2 ,50. And $2.50 is conservative, 
mind you. 

In black only. 

Xo. 335 

A Proposition to 
Property Owners 

There are any number of reasons 
why it is best to have an agent at- 
tend to tlie renting of your prop- 
erty^and as many more why we 
should have that agency. 

We have facilities for calling 
property to the attention of prob- 
able tenants that are unequaled. 
The department is in the charge 
of a man thorouglily versed in all 
questions pertaining to the man- 
agement of real estate. We have 
numerous applications for houses 
of all sorts, for tenants look to 
this office, as buyers and sellers ot 
property do, as the one most likely 
to meet their demands. 

We can rent your houses to 
good tenants. We'll manage the 
property so that it will pay the 
greatest possible amount of inter- 
est on your investment. 

Tenants and owners alike find 
advantage and convenience in 
dealing with this office. Let us 
have your houses to rent. 

No. 326 

Lace Remnants 
At One-half to Three- 
quarters Off Retail 

A house-cleaning in our Lace 

About one thousand remnants. 

Torchon Laces, in cream and 
white, and in almost all widths; 
Net Top, black Chiffon Ap- 
plique, Cluny, and many beauti- 
ful pieces. 

Also some Laces and Inser- 
tions, at 5c. a yard, were loc., 15c. 
and 20c. 

Also some Lace Medallions at 
5c. each. And, besides, fancy 
pieces of trimmings are marked 
5c. a yard. 

No. 327 

Concerning Fire 

Dog days have gone, but fire 
dog days are coming and our fire 
dog show is open. The black iron 
ones have the call just now and 
we show some new and very 
artistic designs. The prices start 
at about ?3.oo. 

We also have the other things 
necessary to your fire place, such 
as Spark Guard*. Bellows, Fire 
Sets and Hearth Brushes. The 
assortment and the p^fices are both 
attractive. { 

Feather Dusters 

We have as many kinds and 
possibly a few more. We Inve 
as good quality and perhaps a 
little better — we have as low prices 
and we think a little lower, than 
may be found at other places. 

Regular Ostrich Feather Dust- 
ers, 25 cents up. 

Soft Ostrich Picture Dusters; 
85 cents up. 

Our Dusters are selected with 
special care and we feel sure that 
they will suit you. 

Also Brooms and Brushes. 

No. 329 

Taffeta Silk 

Paris will have nothing less 
brilliant than silk in its Spring 
dresses. The taffeta silk suit lias 
become a perfect rage, and there 
is good reason for the admiration. 
The silks are beautiful, and they 
are in many different colors. 

Both the tailor and the dress- 
maker are able to produce re- 
markably beautiful effects in 
wonderful variety. Our stocks 
show that they may still be 
beautiful at very moderate cost. 

Shirt-waist Suits range in price 
from $10.75 to ;f35. 

Silk Tailor-made Suits, at $20 
to $bo. 

No. 330 

From France 

As to small prices you will say 
that these arc more powerful than 
such little figures ever were be- 

They buy Paris-made , hand- 
made dainty Muslin Underwear, 
tliat women will describe with 
many admiring adjectives. Not 
often found for so little. 

Corset Covers. Nainsook, 
trimmed with fine lace or em- 
broidery, in many charming 
styles, $2.50, $3.50 and $5. 

Drawers. Nainsook, ruffled, 
flounced, trimmed with lace, em- 
broidery and ribbon. $3, $3.50 
and S5. 

Chemises. Nainsook, fi n e 1 y 
plaited, embroidered and lace 
trimmed. $2.50, $3.50 and $$. 

No. 331 

Are You Satisfied.'' 

Are you content to plod along, 
doing uncongenial poorly paid 
work ? 

Are you satisfied with the pres- 
ent ? Or have you a spark of ambi- 
tii>n— a desire to better your con- 
dition, to rise above your fellows ? 

Tlien let us make you a busi- 
ness specialist. 

Set your mark high ! Resolve 
to press forward and upward day 
by day until tlie goal of success is 

RiRht now, while you are 
youiiK, is the time to lay tlie cor- 
ner-stone of fame and fortune. A 
thorough, practical business edu- 
cation is the foundation on which 
you can raise the mighty suncr- 
struclure of success. Begin lay- 
ing [hat foundation now. 

We teach Bookkeeping. Sten- 
ography, Typewriting, Penman- 
ship, English, Commercial Law, 
Arithmetic. Write to-day for free 
illustrated catalogue. 

Thursday, September 8, 1904. 

'* Brown's in 

You will warm up to the new 
shade of brown suits cut single 
and double-breasted, the newest 
feature of Fall styles. 

Our tailors put in their best 
work on the line of browns we 
siiow at $15. Fitting qualities 
superb ; style the smartest; suits 
most satisfying. 

You are invited to see these and 
other Fall suits and top coats now 
on view. 

Brown in hats too— Derbys and 
soft hats in the approved fashi^itis, 
Crofut & Knapp makes, $2 and 
fj: Stetson make, up to $4. 

Everything boys need to wear 
to school is ready to wear, here. 
Our prices are never high. 

No. 333 


The great American holiday is 
first and foremost a Home Holi- 
day. A triumph it was to our 
forefathers in that they had found 
a Home. To us its significance 
is similar. 

For weeks your household 
wants have been studied, and 
now, before the usual rush, is the 
time to make your home replete 
with the comfort and elegance be- 
fitting the occasion. 

Firstly, consider our Sideboards. 
The latest designs in Mission, 
r.olden Oak and Mahogany— 
many with swell fronts and claw 
feet, so characteristic of Colo- 
nial furniture, from ?i2 to $175. 

Extension Tables, likewise in 
Golden Oak, Mahogany and Mis- 
sion ; Round. Square ; some to 
match the above Sideboards, ;?i8 
to $110. 

China Cabinets, some with the 
straight line in Chippendale ef- 
fect ; some massive with Pointed 
and Fluted Columns, $15 to $1 10. 

Dining Chairs with the graceful 
curves of French leg and in styles 
so varied that they match any 
room, $1 to $25. 

In this department we have 
made next week's special timely : 
S12— Golden Oak Sideboard; 
Chippendale effect. Was SiS. 

No time to lose in getting your 
Draperies and Curtains. The 
sooner you buy the better the as- 
sortment. Our recent sales have 
so cleared our stock that you 
will have the unusual opportu- 
nity to see an almost fresh as- 
sortment. We are admirably 
equipped this season to supply 
your entire wants. From our 
artist employed to sketch original 
Iiangings to suit your individual 
taste to the mechanic who hangs 
your old draperies the talent is 
the best procurable. 

Next Week's Special : 

$3 — 4 prs. Green and Gold 
Portieres. Were $$. 

?7.— 4 prs. Arabian Laces. 
Were $10.50. 

Next Week's Carpet Special. 

97c.— 5-frame Body Brussels. 

5i.22 — K igel ow Axminster. 
Was $1.85. 

Small Photos 

by an new process that gives 
beautiful results, Filtns devel- 
oped while you wait, lic. roll. 

Let Us 
Store Your Furs 

You are through with them for 
the present season, and delay in 
gelling them into storage is dan- 
g rnus now. Our wagons will 
call for tliem upon either mail or 
telephone request. 

For Every 

Our Coal means the highest qual- 
ity in coal of every kind, hard 
and soft. Coal for the furnace, 
coal for the grate, coal for the 
range, coal for the stove. The 
best furnace coal, the best graie 
coal, the best range coal, the best 
stove coal. Our coal is the epi- 
tome of coal goodness. We know 
coal quality, and nothing but the 
best is good enough for our cus- 
tomers. It's the continuous cus- 
tomer whose trade is profitable. 
Tills great business of ours is 
built up from the patronage of 
C'lniinuous customers. We want 
to add your name to the list. 
Telephone 617-2. 
We deliver promptly to all parts 
of the city. 

No. 337 

'* Nippy" 


Are warning us that winter is ap- 
proaching. These heavy early 
rains, if we can believe the oldest 
inhabitant, mean a dry, cold win- 
ter. Every household will need 
a good hot water bag to ward off 
the ills of such a season. Better 
begin now by purchasing a new 
one. To start the season off 
right we are offering a 3-days' 
special on hot water bags. 

" W. T. & Co.'s" 2-year guar- 
anteed 2-qt. red bags, Ji. 25. (Sold 
everywhere for $1 .50.) 

S-qt. (regular Si 75), Si. 50. _ 
' Goodyear's Seamless white, 
extra heavy bags, warranted ; 2-qt. 
(regular Ji. 25*,$!. 

3-qt. (regular $1 .35I, iSi. 10. 
Goodrich " white, fully guar- 
anteed, 2-qt. (regularly $1,001, 75c. 

3-qt. iregularly S1.2O, 85c. 

You can't afford to let this op- 
portunity pass. 

Be Always "Next" 

You save time, anno>'ance and 
nirtney by shaving yourself. 

The art is not hard 10 acquire 
if you have the proper equip- 
nu-nt. Safety razors are espe- 
cially desirable for those who 
lack the knack to use the old 
style. We have both. Star 
safety razors, sold regularly lor 
fiAKt ; our price, 51.25. 

AUentown razors : $1 kind for 
qoc. ^1.50 kind for $1.05. $2 
kind for ^1.50. ^^-so kind for 

Sliaving soaps : Colgate's Bar- 
bers' (roimd), 5c. Yankee iic. 
Cuticura, 15c. Easy Shave 
(cream). 15c. Colgate's Stick, 
15c. Williams' Stick. 20c. 

father helps: Bay Rum, half 
pint bottle, 25c. Witch Hazel, 
pint bottle, 25c. Florida Water, 
4uc, Talcum Powders, from loc 
to 25c. Strops, from 22c 10750. 
Lather Brushes, from loc. to 45c. 


No. 339 

No. 344 

No. 349 

Nti, 354 

Pancakes and 

A pretty good breakfast pro- 
vided you hiwe our dainty little 
" Lenox Farm" Sausage at i ^r 
per lb. Cost a little more than 
the ordinary kind, but worth 

New Pack Buckwheat Flour to 
go with the little Sausages, only 
IOC per package. 

Mai)le Syrup. Large bottles 
pure ^Llple Syrup at znc. AKo 
the p"pular Karo Syrup at icc- 
ptr can. Fresh Killed Puultiy 
Fine fresh killed Cliicken , 20c. 
Ih. Fowl, iSc, all sold full 
dre'ised. A large line fresh Veg- 
etables, prices low. 


Gold Plated Frames, cabinet 
panel and carhoiiette sizes; oval 
and square, some with oval and 
concave glasses; all have lacquer 
ed metal backs; values up to $i\ 
special at 49c. 

No. 341 

Bath Robes 

that should be 


Right in line for Holiday giv- 
ing, we have a good-sized lot of 
handsome Bath Robes made of 
fine quality imported cheviots 
with Terry" lining. They are 
regular $12 value— we have sold 
plenty at that price and others are 
still asking it. 

The patterns are certainly beau- 
tiful; etfective designs in Scottish 
plaids. All men's sizes. $S. 

On Friday a word about Special 
Cravats at half-a-dollar. 

No. 342 

Chicken Salad 
$1.20 Per Quart 

It's the finest chicken salad sold 
in Philadelphia. We make it our- 
selves — that's why the price is so 
low. Sold in our Delicatessen 
Department, where you're always 
sure to find a host of good things. 

This week : Green Acre Fresh 
Sausage, 17c. lb.; Cod Fish 
Cakes, 30c. doz.; Ham Balls, 
45c. doz.; Roast Veal, 35c. lb.; 
Pearl Onions, 27c. qt. 

No. 343 

Asparagus Ferns 
10 Cents 

Asparagus Pluniosits Nanus. 
Their extreme gracefulnees 
makes them popular as table 
decorations. Strong and thrifty 
as well as beautiful. 

We grow them ourselves— 
that's why we can sell them for 
inc. You'll pay about twice that 
much elsewhere. 

Palms, rubber plants, Boston 
ferns and other decorative plants 
in large variety. 

Rush Furniture 

One of the prettiest of the Sum- 
mer sorts, made from 
grow wild in Hungary, \\t'Vtn in- 
to braids in Germany and manu- 
factured into furniture in America. 
Finished m a palm green of 
artistic effect and finish 

Chairs at 57, 57 25. $8.25, Sg. 50, 

JlO. ?I I 5i2 ?I4- 

Rockers al #9, $950, $10.50, 
$12 50 and $\A- 

Settees at J13 50 and J 17. 50. 

No. 345 

Morris Chairs 

Will Make 
Excellent Gifts 

There is no gift more appropri- 
ate and none thai will be appre- 
ciated more by many than a Mor- 
ris Chair. We have an interesting 
display of Morris Chairs on Sale 
at $7 75- 

The showing is eminently a 
holiday presentation, and as such 
is an attraction that will appeal to 
all. We advise an early selec- 
tion, with delivery postponed, if 
you like. 

The illustration depicts the gen- 
eral beauty of these Chairs They 
are made of quarter oak, or imita- 
tion mahogany, and the wood 
work is highly polished. Cush- 
ions are made in the Seigel-Coop- 
er factory, and. accordingly, the 
sanitary construction is above re- 
proach. Tliey have velour cov- 
erings in an assortment of colors 
The seats are full springs and 
noted for durability, 

A Magnificent Display to Sat- 
isfy Christmas Wants. 



prices on little things 

in jewelry oinaments 

that are 


and new. A 

vast as- 


of pretty gold filled | 

in Netherso 

e, chain, 1 

signet and other fancy shades. | 


price for our 


sale, 45c- 


O PTO— Eye. METRY— to 

My system of examining the 
EYES represents the most ad- 
vanced and most practical dis- 
coveries now in use in the practice 
of OPTOMETRY, and Glasses 
fitted under this system are in- 
variably found satisfactory and 
helpful in relieving " Eve Strain." 

Examinations by appointment 
are preferred, so that there need 
be no hurry. 

Glasses made and delivered 
without delay. 

Telephone 533-12. 

California Maras- 
chino Cherries 

New shipment, just received. 
Order your Christmas supply 
now. 75c. quart, 40c. pint, 25c. 
lialf pint. 

A Great Day for 

In the Toy Store. 

Yesterday was ; to-day will be. 

A steady patter of little feet all 
day long yesterday. It looked 
like the week of Christmas in the 
Toy Store. 

Isn't it nice, mothers, to bring 
your children in now wlien every- 
body is fresh and the toys are 
bright and new and let them tell 
you what they want ! 

See Aladdin's Cave and the 
Magician, the hill-clinibing auto, 
the mechanical trains, the electric 
cars and the hundred and one 
things that go. 

If you bring your mothers or 
fathers, or grown-up sisters and 
brothers with you, children, you 
can try yourself how many things 
work a special privilege that we 
know will not be abused. 

We Can Make 
Your Furnaces 

If there's any heat to be gotten 
out of them. Our stove repair 
Work is thorough and honest. 

ReHable Family 

Valued recipes are depended on 
in many homes for the cure of 
minor ailments. We make a 
specialty of everything in the line 
of recipe and prescription work, 
and know that when these are 
carefully prepared from our high 
grade drugs you can depend on 
tliem for results. 

Family remedies, coloring rec- 
ipes, condition powders and stock 
medicines are compounded here 
just as carefully as the most deli- 
cate prescription. 

Our Annual Hint 

If you will need a new set of 
books January ist— If you want a 
new filing cabinet, if you are go- 
ing to start any new systems the 
first of the year let us talk with 
you about it. We may be able to 
offer a suggestion that will help 
you. That's our business. 

Fire Sets 

If you haven't happened to in- 
herit an old, old fire set with 
which to decorate and care for 
your fire-place, don't be dis- 
turbed. Here are some hand- 
some sets— shovel, poker, tongs 
and standard— that, judged by 
their designs, you might suppose 
were generations old. Dead- 
black, rustless finish, quaint de- 
signs, $5 00 and $5.50. 

And Andirons ; andirons that 
somebody's great, great grand- 
mother might have handed down, 
only a bit too new-looking for 
that, at fz.qo, $2 75, ?^.oo and 
?4 jO- Dull black finish that 
will not rust and cannot tarnish. 

All in our window. 

A Christmas hint for somebody. 

Good Cheer 

You'll find it here. 

Let us furnish the good things 
to drink for the festive day. 

You know our reputation, "If 
it's from Lathrop's it's pure;" 
and you know our prices are the 
fairest in the city. 

Just a few suggestions. 

Those Finest of 

All — French 


If you can imagine the finest 
embroidery possible, following 
tiny and delicate designs of 
flowers ; or a shield with a plain 
capital letter mounted on the 
drawn-work center; or the small- 
est and finest of scrolls with 
drawn-work center- all done on 
hnen so fine and sheer that you 
could easily match colors through 
it-you'U h.ive a good idea of the 
exquisite handkerchiefs France 
has sent us for the holidays, 50c., 
y5C up to $10 each. 

But those whose beauty is in 
the weave, and fineness of the 
heavy linen— barred and figured- 
are as fine in their way at 8sc. 

To-morrow would be a good 
time to look through them, for as 
(.:hristmas approaches, the variety 
may not be so good. 

The Picture Place 

Not a hit too early to pick out 
some beautiful pictures and have 
them artistically framed for Xmas 

A big line of Pictures at mod- 
erate prices. Reasonable charges 
for framing. 


For Christmas 

It is high time that those who 
contemplate having photographs 
taken for the holiday season, ar- 
range for sittings and thus avoid 
the rush that always prevails at 
tliis well-known studio for several 
weeks previous to Christmas 

J. R. Hallam has just returned 
from St. Louis, where he attended 
the National Convention of Pho- 
tographers at which he was one of 
the exhibitors. During the con- 
vention he came in touch with 
many new ideas in photography 
which he will incorporate in his 
work during the coming season. 

No. 358 

Look Ahead 

To-day is your opportunity. 
While in health prepare for the 
to-morrow of sickness, adversity, 
old age and the many other ills 
that human life is heir to An ac- 
count opened with this bank and 
consistently followed up will 
bridge a great many of the 
troubles and make old age a de- 

We pay 4 per cent, compound 
interest on any amount. 



No. 359 

No. 3G8 

No. 373 

That Cold Room 

— the one without register or ra- 
didtor, and the room that yni 
Ciin't get above 6o deg. when llie 
wind's in the north, can be made 
cnmforiable by using a Miller 
Sni()keless Oil Heater. 

Oil is cheaper than coal, you 

This heater is a radical im- 
provement over the old style. 
J)ocsn't smoke nor smell, nor will 
the liame climb after once fixed. 

The very thing for the sick 
room. Useful in heating water. 
Can he carried anywhere with per- 
fect safety and heats a room in a 
few minutes. 

Easy to clean and (ill and neat 
enough to stand in the best room 
in the house. 

The Blount Door Check closes 
the door automatically and noise- 
lessly. May we put one up for 
you .•• 

A Little Fire on 
the Hearthstone 

looks warm and cheery when the 
nights are cold — and the time for 
cool nights is approaching. 
Speaking of hearthstones, have 
you all you need in the way of 
Andirons, Fire Sets and Spark 
Guards.'' We've been getting 
these things together the last few 
days and can show you something 
that will please you. 

The black iron Andirons have 
the call at present, for the reason 
that they always look well and re- 
quire no care. We have attrac- 
tive ones from $2 a pair upwards. 

No. 361 

A Suit or Overcoat 


The bc)y would appreciate a 
nice Suit or Overcoat as a Christ- 
mas gift ancl it would not lie a 
useless waste of money as many 
presents are. 

You know what our clothing is 
—good material, skillful cutting, 
exiellent tailoring and stylisli in 
every respect. 

At present our stock is a grand 
showing of up-to-date clothing 
and being manufacturers the mid- 
dleman's profit is not added to 
our prices. 

If you haven't the cash you 
have the credit. 

No. 363 

Why Not a 
Tuxedo Coat? 

We're selling a beautiful one 
jusi now for fig; together with 
one of our nierct-rized white wai>t- 
co\tsat;f4, you're ready for the 
season's swellest at the 
Bellevuc-Siratford. A whole Tux- 
edo Suit costs the same as a drtss 
suit -525. A Tuxedo Coat and 
Vest for ;f 18 ; Dress Trousers $6 ; 
White Vests at #3 up. All of our 
full dress clotliing will fit you per- 
fectly—and the black will slay 
Iilack as long as the suit lasts. 
The half century reputation of tin: 
Allison store is positive assurance 
of that. 

H >ou don't want to muss your 
dress suit one of our big roomy 
Raincoats will prove the thing — 
$15 up. Varsity suits— J12 up. 

The Juvenile 

Two points of view : 

For you — not to know the char- 
acter of "The Shop's'' garments 
is to fail to realize your best ad- 
vantage in fitting out the children. 

For us not to quote our mod- 
erate prices is to forego our chief 
claim to your consideration. 

Overcoats, S5. 50; 2^ to 7 years. 

Tourist Coats, $10.00 ; 10 to 16 

School Suits, $5.00. 

No. 364 

Cookinor Moulds 


Nothing adds quite so much to 
the serving of one's dinner as to 
have the entrees and desserts 
daintily served in fancy forms. 
For this purpose we have a col- 
lection of tin and china moidds 
that is larger than can be found 
elsewhere in New England. We 
have recently added largely to 
this line and invite your inspec- 

Jelly moulds, pudding moulds, 
rice moulds, de riisse moulds, 
melon moulds, border moukU, 
Tnnbale moulds, croquette 
moulds, ice cream moulds, cutlet 
moulds, ring moulds, fish moulds. 

Leather Gifts for 

Don't wait for the Christmas 
crowds — much nicer to pick out 
the leather gifts now — you have 
better choice and more leisure. 

Ladies' Pocket Books, 25c. to 
$10. Ladies' Card Cases, 25c. to 
$$. Ladies' Purses, 25c. to 52, 
Ladies' Jewel Hoxes, $1 to 55. 
Ladies' Music Rolls, $2 to ;f3o. 
Ladies' Writing Tablets, 75c. to 

And hundreds of other equally 
desirable and inexpensive gifts 
for ladies. 

We Want Your 

We handle a great many ac- 
counts, large and small, and we 
value each one no matter what its 

We want yours. 

It's so handy for us both. 

No trouble with bills. A sys- 
tematic service covers that. 

Vou merely drop in at our store 
and leave yourorder — any time or 
any working day. We will take 
care of it. 

Or call us on the 'phone. Bell 
2257, Walnut or Keystone 1453; will send tlie delivery man 
out your way in short order. 

Promptness and convenience 
;ire recommendations, surely. 
Write, 'phone or call. 

Dollar Carvers 

For your Christmas turkey. The 
best yet. Genuine stag handles, 
with ferrule— guaranteed blades 

Largest " Grocery" in the Ward. 

Genuine Norway 

Just in— a fine display of the 
best Imported Norway Mackerel. 
Large, fat, tender and full of 
white meat. Very delicious in 
flavor and not loo briny. An ex- 
cellent, healthful breakfast food 
for these cool, frosty mornings. 

No. 369 

The Railroad 

Wants Overalls and Gloves that 
will give long, hard wear. 

" Brotherhood " Overalls are 
made by a man who was a rail- 
road man. He found by experi- 
ence where other overalls were 
lacking, and then made an im- 
proved overall that does away 
with the deficiencies of others. 
Jackets, ooc. ; Overalls, 85c. 
Hansen Gloves are a mate for 
"Brotherhood" Overalls in 
strength and wear. 

New Life 
For Old Carpets 

We're good friends to old car- 
pets — clean them with considera- 
tion and briTig them out bright 
and smiling for another buff with 
the world. 

We re-lay them to advantage, 
change the breadths and liide the 
worn spots. Follow your ideas 
or ours— we're not above learn- 
ing in our own business. 

100 to I 

An agent has a hundred chances 
to rent property to an owner's 

An agent of experience, who is 
well known, receives applications 
from prospective tenants which 
others would never hear of other- 

An agent is looked upon to 
supply them with what they want, 
and is considered to be the best 
[lerson to know where such houses 
as applicants desire are likely to 
be had. 

Our system of advertising, free 
to patrons, is the best method of 
giving applicants information with 
the greatest satisfaction to them- 
selves. Get the best here. 

The Toys Are 

For you now, down in our big 
basement toy department. They re 
not all in yet, to be sure, but 
tlierc are more here now, than 
you'll find in any two other toy 
stores in town. 

It's a good idea to do your toy 
buying as early as you can, for 
while we'll be getting more toys 
every few days, right up to Christ- 
mas, there are s<ime splendid toys 
here that we'll probably not 
duplicate this .season. 

Cr)me in and look around, any- 
how — see what a lot of good toys 
we've gathered for you, and how 
reasonably they're priced. 

Dressing" Sacques 
and Negligees 

From France. All showing the 
delicate taste of the exquisite 

We have never seen these beau- 
ty-and-comfort garments so pic- 
turesque and lovely. 

Dresshig Sact^nes. Of Dotted 
Swiss Muslin, and French lawn 
in styles never seen before. 
Quaint and dainty. Simple or 
Huffily trimmed. S4.50, ^5, $6, 
f b 5(> each. 

Nc-^/igees. Of fine White Dim- 
ity and French lawn. Richly 
trimmed ; some hand-stiched. In- 
tricate, odd and beautiful lace 
applications. $S, $10, giS.50 and 


If You Can Dress 
a Doll Best 

—there's a $49.50 present for you 
in the doll store. There are 24 
other presents for *' next bests." 

The contest is just an incen- 
tive to get the work of dressing 
dolls out of the way before the 
great Holiday Rush, 


4th floor, where in the opening 
sale of undressed dolls we can 
save you one-quarter or more. 
Do it to-morrow. 

Bed Coverings 

Spring is here by the calendar, 
and it is already quite warm 
enough to make the winter bed- 
coverings feel uncomfortable. 
Here are suggestir>ns of pleasant 
sorts to take their place, all quite 
reasonably priced. 


At $1 2"; each— .Silkoline Com- 
fortables ; fipured on both sides; 
filling of good, clean cotton. 

At fi a pair — White wool-filled 
B'ankets; cotton warp; medium 
weight ; 70x80 in., 5 lbs. 

No. 376 

We Solicit Your 
Jewelry Account 

The unique feature of this busi- 
ness is that you can buy the fin- 
est Diamonds and other gems, 
w.itches and jewelry at prices at 
lejst 25 percent under the pre- 
vailing prices for like qualities, 
and you pay the bill m small 
sums weekly. 

The at present is full up 
to tlie very limit f<ir the Christ- 
mas trade. It is well to select 
gonds early. We're glad to lay 
n>^ide any purcha-^e for future de- 

No. 377 

Acme Roof Paint 

Famous Roof Tonic. Consult 
us alKuil Tinning, Guttering, 
Spouting, Roof Painting and Re- 
pairing. Work guaranteed. 



No. 387 


We know that certain events 
will i>ccurand that nveds will be 
presented that must be met eitlier 
by ourselves or our families. The 
I)riident ones make early pro- 
visions for this contingency. Still 
there are many who, _ while 
prompt enough in preparing for 
other foreseen needs, neglect and 
put off making provision for the 
one important need which must 
come sooner or later to all. Tliis 
provision is of such importance 
that it should be made while per- 
sonal inspection is possible, when 
careful investigation and selection 
are not interfered with by the 
presence of grief. 

The acquisition of a final rest- 
ing place is a duty which every 
one owes to himself and family. 
By looking forward to this time 
and giving the matter prompt 
attention we may rob the inevi- 
ahle hour of distress of part of its 
bitterness and sorrow. 

The ownership of Mt. Hope 
Cemetery is vested in the city of 
Riicliester; is free from debt, is 
self-sustaining, and the entire in- 
come is applied to its care. Its 
management is careful, conserva- 
tive and it is to be permanently 
controlled by a Board of Com- 
missioner s appointed by tlie 
Mayor of Rochester. Lot owner- 
ship means the most perfect 
security in title and most ap- 
proved system of management. 

Finely located lots may be 
selected and title secured on 
partial payments. 

.Street car line reaches both 

Information may be had at office 
at cemetery. 

No. 379 

A Free Turkey 

With a Glenwood Range from 
now until Tlianksgiving day. 

Each purchaser of a Glenwood 
Range will receive a fine turkey 
free of charge. This offer is made 
to prove the baking and coal- 
saving qualities of these famous 

Glenwood Ranges will make 
your cooking easy, your meat 
juicy, your pie crust flaky, your 
cookies crisp and yuur bread 

Bank by Mail 

We have a patented system of 
conducting the business of bank- 
ing by mail, applicable to both 
savings and checking accounts. 
It is easier and simpler to bank 
with us by mail than to go to a 
bank in person. By our system 
your account is automatically 
cliecked and you have a complete 
statement each time you deposit 
or draw money. Your account in 
our bank is not subject to the 
examination of your tax assessor. 

4 per cent, on saving deposits. 
aj^ on checking accounts. 

Toilet Sets 

i)f three pieces, mirror, brush 
and comb, sterling silver, silver- 
plated or china-backed, make 
most acceptable Christmas gifts — 
useful, ornamental and pleasing. 
The season's newest designs, 
$4 to $i6. , 

Silk Waists and 



Reduced in price. But that is 
the wrong emphasis. 

We should say, — Handsome, 
stylish afitl reduced in price. 
Read : 


At $3.50, worth $4.50 to «6— Of 
taffeta silk in light colors or 
black ; tailor-made. 


At ?3.5o, worth ?5 to ?6.5o— Of 
cashmere oralbalross, white, pink 
or red ; with ribbon or fancy 

No. 383 

Tell Your Stove 
Troubles to Hutch- 
inson & McCarthy 

Glad to give yon the benefit nf 
our long experience in repairing 
furnaces, latrobes and ranges at 
any time. Drop postal or 'phone. 

No. 384 

There's a time for every thing- 
even Christmas shopping. 

Now you've time to choose, 
time to be waited on, time to 
change your mind. 

The big and little things for 
sock or stocking gifts. 

House coats, smoking jackets, 
bath robes, sweaters, mackin- 
toshes, gloves, rugs, pajamas, 
neckwear, handkerchiefs, umbrel- 
las, jewelry, canes, suspenders. 

No. 385 

Where One Man 
Gets Rich 

through hazardous speculation a 
hundred get poor. 

Where one man stays poor 
through the slow methods of sav- 
ing, a hundred get rich. 

The wise man chooses the bet- 
ter part, and places his money in 
the Savings Bank. 

Ask For One of Our Home 
Savings Banks. 

Interest paid on all deposits. 

The Fancy 
in Linens 

Artistic pieces of pure linen 
that delight the vision; and ren- 
der wortliy service besides. 

Bureau or Dresser Scarfs, Tray 
Cloths, Hand-drawn Table 
Squares and Table Scarfs, at very 
moderate cost. 

This is the story : 

Bleached Linen Bureau o r 
Dresser Scarfs, scalloped edge, 
with one row of openwork just 
above hem, all round; at 85c 
each, formerly $1. 

Damask Tray Cloths, snow- 
white ; very handsome, neat 
designs; 18x27 i"-> ^^ ^5^ each, 
formerly 35c. 

Fine Lmen Table Squares hem- 
stitched and hand-drawn, 30x30 
in., at 65c each, worth Ssc. 

Thanksgiving Day 

Of course you want a brand 
new Overcoat for Thanksgiving 
day, and of course we are the 
people to supply it. 

We will sell you an Overcoat 
on credit at cash prices. 

It will be a coat that ariy one 
might be proud to own ; it will 
he stylish and well made. It 
will be made of good material 
and handsomely lined. 

The coat will suit, the terms 
will suit and above all the prii_i: 
will suit. 

Forestall Roof 
Trouble ! 

In winter your roofs are almost 
continuously exposed to the on- 
slaughts of either rains or snows. 
Wili they stand the strain I Bet- 
ter let us go over them now and 
stop the leaks. Prevention is 
better than cure. 

Those Little 
Maryland Hams 

Baked and served with browned 
Sweet Potatoes, Vienna Roll and 
butter, for 25c., to-morrow, at 
404 Library street. Worth com- 
ing for a block or two out of 
your way. 

A Savings Account 

in the 

Detroit United Bank, 


Draws Four Per Cent. 

from the 

Day of Deposit 

to the day of withdrawal. This 
bank is strictly a savings bank 
ai\d carries no commercial ac- 
counts, nor does it do any com- 
mercial business whatever. 

The reason four per cent, is 
paid upon deposits is, of course, 
that it can afford to do so. This 
bank not being subject to losses 
incidental to commercial business, 
all its deposits being savings de- 

fiosits and therefore in the main 
ong time accounts, and its loans 
being confined strictly to 
estate mortgages on centrally 
located improved real estate 
wfsrth at least double the amount 
of the mortgage in every case, it 
is in a position to pay depositors 
all that safely can be paid them 
by any conservatively managed 
bank. Watch change in adver- 
tisement from time to time for 
additional reasons for the pay- 
ment of four per cent, interest on 
deposits by a bank conducting 
strictly the business of a savings 

Capital Stock paid in, y 100,000; 
Additional Individual Liability, 
Sioo,ooo; Surplus and Undivided 
Profits, 510,000. 

Send for booklet " Banking by 
Mail," fully illustrating the sys- 
tem introduced by tliis bank, 
imder which it is as easy for 
persons residing at a distance to 
carry their savings accounts with 
a strong metropolitan bank as for 
those residing in Detroit. 

Address all correspondence to 

Framed Pictures 

In the Art Galleries, we offer a 
collection of about two hundred 
Framed Pictures at prices repre- 
SLiiting about half the value of 
the frames alone. This warrants 
the belief that ten times 200 would 
Iiardly last the day out— so be 

At J I, iQ— Brown Toned Car- 
bons , Photographs and H and- 
colored Photographs, a variety of 
subjects some in Flemish oak 
frames, others in green frames 
with mats ; outside measurement 
2b X 30 inches. 

AtqSc— Hand-colored Artotype 
Engravings — popular subjects 
- in handsome gilt frames with 
mats ; outside measurement about 
25 X 29 inches. 

Good Carving 

Don't have your guests think 
the turkey's tough )ust because 
you haven't a good carving knife. 

The extra labor may stimulate 
your appetite, but it might de- 
stroy that of your guests. 

Get a set of the Meriden Cut- 
lery Company's Carvers — there 
may be others as good but there 
are none better, soc to gio.ooa 

Headquarters for 
School Supplies 

It is easier for you to get just 
what you want here, because no 
other stock of the needfuls of 
student life is so complete in each 
of its divisions, and so compre- 
hensive as a whole, as ours. Not 
a ten days' flurry, with an illy-as- 
sorted stock,— ours is the year 
'round headquarters for all school 
supplies. And every detail of 
this branch of our business is 
studied as carefully as the student 
studies his most favored branch. 
Here are just a few of the items 
of interest : 

(A long list of items followed, 
with prices.) 

No. .394 

The Conservative 

Many years of experience con- 
vince us that conservative meth- 
ods are best— best for us and best 
for customers. Our policy is to 
conduct the business of the Cor- 
poration along the most conserva- 
tive lines. In every transaction 
safety has been placed above 
every other consideration. This 
is purely an Investment Company, 
not a speculative institution. 

Interest is allowed on deposits 
at tliree and one-half per cent, per 
annum compounded half yearly. 

No. 395 

Your Earnincrs 

get into the bank whether You 
put them there or not. If you 
spend all. Somebody Else deposits 
your money. 

It's better to do your own 

4 per cent, on saving accounts. 



No. 400 

No. 405 

No. 409 

Buy Her a 
Healthy Home. 

Your bride to be. your bride 
that is, or your bride that was, 
should have a convenient home in 
healthful surroundings. You 
need it as much as she, and if 
little one? come they will need it 
more than you. Get away from 
the noisy, crowded city with its 
impure water, tainted air, shriek- 
ing whistles, clanging bells and 
dirty streets. 

At Fairmount Heights you can 
have quiet and refreshing rest in 
pretty surroundings at the highest 
elevation in Philadelphia. There 
are green lawns, clean streets, 
pure air free from malaria, cool 
artesian water, perfect sewerage, 
electric light or gas, two churches, 
large public school, public library, 
shady floral park, and no factories 
of any kind. Twenty minutes by 
trolley to Philadelphia; ten min- 
utes by the Reading. Forty trains 

On our monthly payment plan 
you can buy a cheerful home at 
just a little bit more than you 
would pay for rent. How many 
years Iiave you been throwing 
your money away? Stop it im- 
mediately and buy one of our 
Pompeiian brick houses. They 
are fitted with every convenience — 
gas or coal ranges, steam heat, 
concrete cellar, tiled bathroom, 
stationary washtubs, electric light 
or gas, china closets, large closets 
in each bedroom, every room well 
lighted, open fire place, open 
plumbing, large airy porches. 
Every portion of our houses is 
built to make housekeeping easy. 
Prices range from$3,ooo tof7,ooo. 
Our blue book gives fuller de- 
scription, map, pictures, etc. It's 
free. Send for it now. Or, bet- 
ter yet, be our guest at Fairmount 
Heights next Saturday afternoon. 
Sh.ill we send you a free ticket 
with particulars? Address 

No. 397 

We Know How 

To Grind and Hone Razors, to 
sharpen all kinds of cutlery, to 
re-steel and point picks, to do 
brazing, to handle brass work, to 
repair lamps, to mend umbrellas, 
to make worn footwear wliole. 

And we have the nesessary skill, 
experience and equipment to do 
the work just nght — in quick 
time — at a fair price. Try us. 

No. 398 

Weather Strips 
Cent a Foot 

Get your weather strips up now 
before the winds commence to 
blow. We'll supply you with 
Best Felt Strips at one cent a 
foot, delivered at your residence. 
Or we'll send a man to submit 
free estimate for weather-strip- 
ping the whole house. Drop 
postal , or 'phone Main 626, 

No. 399 

He Who Earns 

a small salary and saves part of 
that is better off than he who 
earns a large salary and spends all 
of it. Take out a deposit book 
with us. You will like it. It's 
business. We pay 4 per cent, on 
savings accounts. Call and learn 
our methods of lielping you. 

Marketing Be- 
comes A Pleasure 

When you can do it in a store 
where cleanliness, convenience 
and comfort are distinct features. 
You'll find these things are em- 
braced fully in our new store. 
Added to this the superlati\'e 
quality of our groceries and pm- 
visions, our generous methods 
and our prompt and efficient de- 
livery system — and you have the 
chief elements of our trade-win- 
ning combination. 

Nt». 401 

Taffeta Petticoats 

The rustle and sheen of fine, 
true, strong, brilliant taffeta silk 
prove the quality of these pelli- 

1 1 takes only one delighted 
glance for any woman to prove 
their attractive newness of style. 
All the best colors — light, deep, 
solid or changeable. 

IFI50 to $30 each. 

Good styles at $6, $7.50, $g and 

No, 403 

To Sell Your Farm 
You Need the 
Services of a 

Every month several owners of 
farms find purchasers through me. 
Finding prospective buyers is my 
business. Perhaps the farm you 
have for sale would be just what 
one of these prospective pur- 
chasers wants. Hadn't you better 
see ? It will cost nothing to call. 
I have buyers waiting for farms 
close to the city of Warren, as 
well as for those farther away. 
See me soon. Better to-day than 

No. 403 


The advancement of women is 
nowhere better shown than on 
the hooks of the leading banks. 

Women place their money in 
hank, they draw checks and 
handle their accounts in a manner 
that contradicts the idea that they 
have no heads for business. 

The age, the stability and the 
rt.-cord of this bank make it a 
favorite depository for women. 

Linen Shirts 
$1.50 Each 

This morning for particular 
men's choosing, we have ready six 
hundred Negligee Shirts of pure 
linen for Spring wear. All are 
finished — as Wanauiakcr's shirts 
are finished — the best known way. 
Cut over the best fitting model. 

Plaited bosoms and plain 
bosoms — half and half. Cuffs 
are detachable. Sizes 14 to 16. 

Shirts of exceeding good guality, 
and rarely to be found priced so 
temperately— # 1 .50 each. 

A Paragraph on 

When you speak of low prices 
some people get enthusiastic ; 
others get suspicious. Some be- 
lieve that everything is clieap; 
others that nothing can be sold 
below price. Both are half right, 
both are equally wrong. To be 
sure, you cannot always buy first 
quality under price. But there 
are circumstances that go to make 
such a situation possible. 

Odd pieces and samples — and 
samples are always tlie best pro- 
ducts of the manufacturer — are of 
very little use to the factory. And 
so the way is paved for shrewd 
purchasing which enablfs a mer- 
chant to b()ih buy and sell cheap. 
And as an ill iistration of this power 
we need only mention our sales 
with Furniture, Carpets, Rugs, 
Portieres, Lace Curtains, Up- 
holsteries, reduced from H to J^. 

No. 406 

Girls' Dresses at 
$2 ; worth 

$4 to $7.50 

A good trade reason — a leading 
manufacturer's sample line. 

But here's the vital interest- 
spruce, bright, Summer-like, 
washable dresses of beautiful ma- 
terials — lawn, pique, gingliam, 
chambray and cheviot. Effective 
in style and trimming. Ever so 
many styles. In some cases, the 
trimming alone is worth more 
than the present price of the dress. 

At $2 each, instead of ^4 to 

Some slightly mussed ; all wash- 

The Doors of 

are always open to those who ob- 
serve, and act upon what obser- 
vation reveals 

Observation of West Reading's 
situation and growth will reveal 
to you splendid chances of profit 
in Real Estate, there. 

The West Reading lots we are 
selling can be had upon such 
liberal terms that no one need 
hesitate to invest. 

Ask for map and descriptive 

Trouser Time is 
All the Time 

Men of good judgment appre- 
ciate having a pair or two of extra 

They are handy to have around 
in a dozen ways. 

Saves the wear of the pair that 
matches the suit and gives a spice 
and variety to the wearer's ap- 

Not necessary to pay a big 
price to some tailor for them We 
can fit you just as perfectly in 
every way. 

Handsome new styles for fall 
and winter wear in the newest 
Trouser Woolens— cut in con- 
servative or extreme styles 
trimmed in the best manner pussi- 
ble. Perfect fit a certainty. ;fi.5o, 
$2,$z 50 or way up to 56.50. 

We'll Trouser you here to your 
entire satisfaction. 




This has been one of the most 
popular novelties we ever an- 
nounced and we have been anx- 
iously awaiting new supplies from 
the manufacturer. This is tlie 
first time any one ever heard of 
eating the candy and keeping the 
penny too. Any boy or girl will 
agree that this is the best savmgs 
bank they ever heard of. 

Chocolate Machines filled with 
ten penny cakes, complete for 50C. 

Climbing the Bank 

Steps Is 
Excellent Exercise 

People who go to the bank 
regularly and deposit a part of 
their earnings get something 
more than exercise — they are lay- 
ing the foundation upon which 
fortunes are built. 

This strong bank pays 4 per 
cent, compound interest. 

No. 411 

There's a Top 

here that you should look at^ 
and try on — before you make up 
your mind. 

It's a "Right Length" Coat and 
comes in handsome sliades of 
brown, neat gray mixtures — and 

It's the most stylish garment 
we have seen in many a day. 

If you would wear better clothes 
than yuu did last fall let us dress 
you — from ankle to crown. 

A Cheerful Blaze. 

During the Fall and early Win- 
ter, a bright, comftirtable fire in 
your open grate or fireplace made 
of Cannel Coal will please you. 
It niigiit almost be said that tliis 
Coal was made especially for fire 
lieartlu. No dirt, no dust, no 
trouble. A few pieces when kin- 
dled produce a delightful fire. 
You'll like to sit and watcli it. 

500 lbs., wliich gives you a 
great many fires, cash price, de- 
livered, 53.^2. 

'Phone 123-3. If ^"sy Call 

No. 413 

Those Evening 

Most men think they have to 
get their full dress suits "made to 
order" to be right. 

It's a mistake— a sunerstition. 

We can fit perfectly seven- 
eighlhstof the men with our dress 
s\iits and give theui better taili>red 
girments than the majority of 
tailors can give. Our dress suits 
will retain their shape and new 
appear.mce for years. Price, 
Jj^ 00 for complete suit. 

'Puxedo coats $13.50. 



No. 414 

No. 418 

No. 433 

Nothin* doin' in 
the Burglar 

if your doors are protected with 
good lotks. We've ihe famous 
Yale Rim Nislu Latch 
laughs at skeleton keys and "jiin- 
inies." It has been k e e p i n ,i; 
sneak thieves out (^f houses since- 
'O7, and is every wliere accepted 
as the best dour protector made. 
Price, complete with paracentric 
keys and screws. ?i.4S. 

We've other niuht latches sim- 
ilar to the Yale, by uther makers, 
for as little as $1, and standard 
latches that we can also recom- 
mend, for 60 cents. 

Brass Chain Bolts hold the door 
securely when partially ajar. 
Open just enough to talk through. 
50c. to $1. 

Brass Door Knockers— again 
coming in style. Old colonial 
designs. $t 50 up. 

Brass or Bronze Bolts, for the 
bath or bedroom doors. 25c. to 


Eoliennes, |i aYd. 

Silk-and-wool fabrics, particular- 
ly Eoliennes, will be in highest 
favor tiiis season for the more ele- 
gant gowns. This is sufficient to 
secure the popularity of these ex- 
cellent labrics,to-day offered at the 
popular price of $1 a yard. 

The ground is all silk-and-wool, 
woven with tiny polka-dots in stU 
colors. The colorings include 
light gray, Ian, light heliotrope, 
reseda, cadet blue, brown, cardi- 
nal and dark hcjiotrope. 

42 in. wide, at $1 a yard. 

No. 416 

Booth's Real 

There is no better bread made 
than the large, well-browned 
loaves of home-made bread we 
b.ike and sell Hundreds buy it 
because it is better than baker's 
bread. You'll like it, too— lor 
it's wholesome and nutritious and 
baked "just to a turn" from the 
purest flour. Would you 'ike us 
to serve you? 

No. 417 

The New 
Walking Skirts 

For the long tramps Spring 
tempts you to. For shopping 
tours on bright or wet days. 

Skirts with swing and grace. 
Lii-ht, comfortable and stylishly 

This showing must interest par- 
ticular women. 

At $4.50 - of Melton and home- 
spun mixtures. 

At 55.50— Of cheviot and rain- 
proof mixtures. 

At J7 50 — Of herringbone chev- 
iot and broadcloth; brown, blue 
and a few in black. 

At ?o— Of broadcloth, cheviot 
and plaid materials. 

Weekly Specials 

Match these goods on Market 
Street at these prices if you can : 

36-in. Unbleached Sheeting 
Muslin, 4'yC.; 60-in. Bleached 
Table Linen, 24c,; Ladies' 25c. 
elordon Dye Hose, 21c.; Clark's 
<). N. T. Spool Cotton, 50c, doz ; 
Children's Muslin Drawers, 2 to 
5 years, gc. pair; Ladies' 25c. 
Crushed Leather Belt, 15c.; Ji 
Black Satine Petticoats, 65c,; 50c. 
Batiste Corsets, iS to 24 in., 39c. 

Men's and 
8c Each 

Values 121-20 to 25c. 

To effect a clearance. Some 
odd lois. Some mussed ; also a few 

Men's plain hemstitched; and 
women's plain hemstitched, lace- 
trunmed and hemstitched em- 

Not very many of them. 

The values are i2/'2C, 15c, 20c, 
and 25c — to-day at 8c each. 

The IOC Dress 
Ginorhams at 6c 
a Yard 

The best proof of the price-say- 
ings that can be accomplished in 
this Sale of Dress Ginghams is 
afforded by the fact that shrewd 
women are buying largely. And 
the lot is selling last. 

Finely woven and sheer. Some 
beautiful effects in shepherd's 
ctiecks, neat and fancy stripes, 
plaids, and plain colored cham- 

At 6c a yard, instead of loc. 

No. 4^1 

We Were Out By 
Your Place the 
Other Day 

and it strikes us that we saw some 
wagons and a ffw idle machitus 
standing around the barn-yard. 
Of course you know they are 
there, and you know that the 
daniage to them will cost more 
than lumber to build new sheds 
would cost. Then why not have 
the sheds ? 

We'll sell you all the lumber 
you want, and make the |h ice 
way down to [he bottom, too. 

No. 432 

Your Lunch 

Pork spareribs with hot slaw is 
among some of the good things 
on our merchants' 25c- lunch to- 
day. This is a delicious dish 
when properly prepared. 

Beer or wine free with lunch. 

Ever Stop to 
Realize That 
Those Second 

that have just grown in your 
daughter's mouth, want looking 
after by your dentist at Itast 
twice a year.' As the girl grows 
into womanhood, she will value 
her teeth more and more ea<.h 
year. You are responsible now 
and if you fail she will never for- 
give you when a woman. Beauty 
ovvesmuch to pretty, white teeth. 
Come to these big, busy Denial 
Parlors, where consultation and 
advice is given free lor the ask- 

Open evenings. Maid in at- 

No. 434 

Men's Derbies 
$i.75» Worthy: 


We weren't a bit surprised yes- 
terday that these Derbies were 
sn.pped up so quickly. It was 
just in the nature of things. 

To-day the quantity is, of course , 
depleted ; but the choosing siiil 
remains just as good. 

The designs are all new this 
Spring— and in variations to suit 
any man's taste. All sizes. 

We told it yesterday— why these 
Derbies are $1.75 instead of ;?2 50. 
And $2.50 is conservative, mind 

In black only. 

China Wares 

at a saving. 

Unique, useful articles that are 
so much admired. The price-sav- 
ing is appreciable. 

Some of the good things : 

Blue and v/hite Jugs, at 15c, 
were 25c. 

Blue and white Vegetable 
Dishes, at 50c, were 75c. 

Colored Sugar and Cream Sets, 
at I 5c, were 20c. 

Blue and white Oatmeal BowU, 
at loc, were 15c. 

With many other odd kinds 
marked down to clean up slotk. 

Also some splendid valu^ ^^ in 
Tea-pots, which are specially 
priced at 15c and 25c. Natural 
Ducks, at 15c. Tea Sets of three 
three pieces, at 40L. 

No. 426 

An Exhibition of 
Original Drawings 

—By Howard Chandler Christy 

Cliristy originals— In colors and 
black ;ind-white. Some ilUistra- 
tii ins for recent publications ;5ome 
ch> racier studies of actresses. 

The clear transparent beauty of 
the pictures will surprit-e .ind 
.harm even those who know them 
in reproduction. 

The pictures are all for sale. 

Christy Reproductions— Repro- 
ductions of many of these and of 
other works by the same artist, 
shown nr-ar enonsjh to the ori;;i- 
nals for their fidelity to he proved. 
9ncunframed,;f i.^sinneatframes. 

Miller & Puritan 
Oil Heaters, $3.50 

An ounce of prevention is 
wnrtli a ton of cure. Cuard 
against pneumonia, coughs and 
colds, by having a little heat in 
the living rooms and bed rooms 
tliese cool mornings and evenings. 
For the most economical and sat- 
isfactory heat, choose either a 
Miller or Puritan Oil Heater— 
the two standard oil heaters of to- 
day. Priced as low as 1^3.50. 

Men's White 
Shirts %\, 
Worth $1.50 

White plaited bosom Shirts — 
six hundred of them. 

Linen bosoms- Madras or mus- 
lin bodies. Twenty plaits on 
each side. Pearl buttons. 

Cool and handsome. Sizes 14 
to 16!^. 

We predict there won't be any 
left by the late afternoon. It will 
be a case of the early bird — that's 
your cue. 

^i each, worth %i 50. 

No. 429 

Laid Off 
Laid Up 

Laid Away 

Mr. Wage Earner : 

Did yon ever think what might 
happen to you or to your family if 
any of above should find you with 
no flour in the bin, and no money 
in the purse? Wouldn't it be 
wise for you to provide against 
that day, and to begin Now? 

Our savings bank accommo- 
dates all who wish to lay aside 
small sums. Interest paid on all 

Girls and the 

Spring and Summer bloom in the 
Girls' Store. 

Pretty Dresses, of washable 
mabrials, in all the graceful, tool- 
looking styles, at pi to $12. 

Coats and Reefers, in newest 
fasliinns, at $4 ;o to ?i2. 

Tailor-made Suits, at $10 to 

Smart Woolcfi Dresses, $$ to 


Separate Skirts, in dress and 
walking lengths, at gs to {^i^-jo. 

Sizes for girls of 6 to iS years. 
Beauty reigns everywhere. 

Some 'Tfs." 

If you come our way we'll send 
overflowing values your wny. _ 

If you leave a dollar with us it 
is merely exchanging the money 
for its equivalent in groceries. 

If you are anxious to secure 
goods which are not afraid of the 
closest scrutiny, this is a good 
place to come. Glad to greet you 
at any time. 



No. 433 

No. 440 

A New Safety 

No stropping. No honing. 

Simply a thin two-edged blade 
that you use until dull and then 
throw away. 

A dozen of these blades and the 
complete razor and outfit for $5. 

When the first dozen blades are 
dull return them without rust or 
nicks and receive a fresh half- 
dozen free. 

After that the blades cost$i a 

Men who have tried them say 
they average at least 10 shaves to 
a blade. 

That's at least 120 shaves for 
$1. Costs that much to have your 
razor honed and sharpened. 

Hesides tliere is no strop nor 
sharpening machine to bother 

Traveling men say it is the 
greatest thing ever brought out in 

Ask for the "Gillette." 

Sold only here. 

No. 433 

200 Easter Hats 

at $10 Each 

Exquisitely designed for Easter. 
Some are copies of our most 
expensive foreign models Othtrs 
are our own exclusive ideas. They 
are high back effects. Dainty 
little turbans. And sailor effects 
galore. Trimmings of the most 
beautiful flowers, wings, plumes 
and other materials. While many 
are extreme, they are not gaudy. 
Worth $is to $17. Monday, we 
say $10. 

No. 434 

Diamonds on 

As our prices on diamonds are 
the lowest in the South we can 
sell on installments only to those 
of unquestionable financial re- 
sponsibility. Our terms, briefly, 
are : One-fourth cash, the bal- 
ance in six equal monthly pay- 
ments. All our diamonds are 
marked in plain figures, and in 
installment selling we cliarge an 
advance of 5 per cent, over the 
cash price— this applying to the 
deferred payments only. Tliis 
slight advance js obviously re- 
quired for extra trouble and time 
involved. Diamonds sent to re- 
sponsible people anywhere for 
inspection— we pay charges both 

Ask for our Diamond Book and 
our large catalogue of jewelry, 
the latter solidly filled with illus- 
trations and descriptions. iJuth 

No. 435 

75c Embroideries 

Widths up to 10 inches 

15c Yard 

Handsome patterns in swiss, cam- 
bric and nainsook embroideries ; 
both edges and insertions; solid, 
mixed and raised work designs ; 
clean , crisp, fresh goods, desirable 
for nearly all purposes ; widths 
range up to 10 inches; many of 
them well worth 75c. No 'phone 
or mail orders. Sale price, the 
yard, 15c. 



An opportunity of moment. 
Stockings of fine lisle thread, cor- 
rect, lasting, well-fitting and com- 
fortable for Summer. 

And thereby hangs a tale : 

At 25c pair, usually 3SC Of im- 
ported fast black lisle thread, in 
Richelieu, cluster or small ribbed 

At 50c pair, instead of $1 — Two 
styles of fine ingrain lisle thread 
Stockings ; one is a brilliant lisle. 
Qualities that sell at fi a pair. 
An over-stocked importer sold us 
the lot at half price. 

No. 437 

Did you ever wear Vici Kid 
shoes ? 

High time you did then I 

Soft, comforting leather it is-- 
stretches just enough— makes 
your feet feel sort of friendly 
right away. 

And how it does wear — sure to 
suit you— from start to finish— it 
won't crack^and it takes an ex- 
cellent polish. 

Our 'Milford" shoes — in Vici 
Kid— cost $3.00. 

No. 438 

Tooth Brush 

No one who has teeth can af- 
ford to miss the chance we are 
now offering to get a superior 
quality 25 or 35 cent tooth brush 
atid a 15 cent bottle of Kinner's 
Diamond Tooth Powder for the 
price of the brush alone. To get 
these reliable Dupont brushes at 
our prices— 25 and 35 cents— is 
alone a bargain worthy of your 
attention; to get in addition a 
bottle of the best dentifrice on 
the market, Free, is an opportu- 
nity that you should take advan- 
tage of even if you have to an- 
ticipate your needs a little. Both 
of these brushes are guaranteed. 
We replace either with a new 
brush any time within three 
months if there is any defect in 
material or construction, no mat- 
ter how insignificant. 

No. 439 

Lake Whitney Ice 
Is Pure. 

Analysis by Thomas B. Osborne, 
Ph. D. 
New Haven Ice Co., Gentle- 
men: My analysis of the three 
s.imples of Lake Whitney Ice 
t.iken at random from your store- 
iuiuse, shows them all to be of the 
same remarkable degree of purity. 
The water obtained by melting 
each sample was clear, colorless, 
without taste or odor, and when 
analyzed proved to be of sur^iris- 
ing purity, being by far the purest 
water I have ever analyzed. Such 
Ice could be obtained only by tlie 
freezing of very pure water, and 
indicates the absence of those con- 
ditions under which harmful 
organisms are developed. The 
Ice is likewise of very superior 
physical quality, being clear, 
dense and very free from air, thus 
r.ndering its keeping qualities of 
the highest order. 

Vours respectfully, 
Thomas B. Osborne, Ph. D. 
Consulting and Analytical Chem- 

**Saving is the 
First Great Prin- 
ciple of Success" 


No man can succeed who is con- 
stantly hampered by the \\ant of 
ready money. A savings account 
is a moral as well as a physical 
aid to independence. 

A dollar is enough to start one. 

Diamond Talks 

Byrd 's Diamond Man Dis- 
courses on Ni^ks. 

Why are we so particular about 
showing diamonds? Principally 
because we are afflicted with that 
old-fashioned thing called a con- 
science. We sell nothing but 
perfect stones, because nicked 
stones are of uncertain value and 
we should not like to feel that we 
had wronged you. Take this 
stone, for example; it is worth not 
over half what its weight and 
color should command, all be- 
cause of these little nicks. We 
could sell these as "commer- 
cially" perfect stones and makj a 
reputation for cheapness by sell- 
ing them for 25 per cent. less tlian 
a really perfect stone But we 
prefer to sell only perfect stones 
that have definite value. Wc 
will not sacrifice our 63 years of 
honorable reputation by selling 
defective stones. 

Introductory sale of 

*'Jessina" Perfume 

A truly delightful Perfume — 
sweet, strong, penetrating and 
lasting — made in our own Labor- 

It is a distinctly new Perfume, 
developed after many experiments 
by one of our best chemists. 

Put up in 2-ounce bottles, 
ground glass stoppers, to sell at 
79c. ; sale price, 59c. 

Fowler Says 
Buy Good 
Witch Hazel. 

We sell Extract of Witch Hazel, 
the best and strongest tliat it is 
possible to make. Tlie first run 
(which is the best) from the still. 
There is not a drop of anything 
added. It is Witch Hazel and 
nothing else. We leave you to 
add water — if you care to. After 
you have I)ecome disgusted with 
the ordinary sour, watery kind, 
buy a bottle of ours and see the 

Full Pint 25 cents. 

The Biggest Fish 

are always caught with the proper 
tackle. We sell it. We sell live 
bait, too. 

.Sea Hods, split bamboo, $1 to 
$1 50; Orcenheart Sea Rods, ■$•$; 
Salt Water Outfits. J3, $.^.$0, 

Have you our fishing cata- 


Our Awnings are always satis- 
factory- — we are now prepared to 
furnish this season 's new designs 
in materials and submit estimate. 
R'-gular size windows cost put up 
in best manner, complete, $2.75 to 
$3.50 each. 

We Do Dental 
Work Eveningrs. 

The working day closes at nine 
o'clock in the evening in these 
Dental Parlors. Those of you 
who cannot come here during the 
day time can get just as good 
service in the evening. All Crown 
and Bridge Work is under the 
care of skilled specialists who do 
nothing but attend to this branch. 
We promise you perfectly painless 
work, using 22 karat gold for only 
$5 a tooth. We guarantee all of 
our work to last — if any trouble 
we will make it good or return 
your money. 

Maid in Attendance. 

No. 447 

Easter Neckwear 

The dainty new things that will 
be in demand for Easter wear may 
be seen here in great profusion. 

Real Lace Collars for Chil- 
dren's Coats, 98c. 

Vcnise Lace Coat Collars, 6^c. 

lil.ick Silk Heavy Collars at ^3. 
$3 ^o.?5, and S7.50. 

Wliite Pique Coat Collar Roll 
Sets, 50C. 

Cream Color Real Cluny Lace 
Collars, $7 50. 

Real Lace Stocks with Point 
Lace Medallion Tabs, 50c. 

Card Enj^ravings 

We are prepared to execute 
orders for Wedding In\'itatioiis 
and Announcements, At- Homes, 
Church and Visiting Cards. The 
Work will be done in a most saiis- 
faciory manner and delivered 

Prices — 100 sets, 

$4-98, $7.c>S and ?i5.q8. 

Plate and fifty fine cards in 
shaded old English, 51.49; in 
black or Roman type, Sgc. 

ino cards from customer's own 
plate, 57c 

Comfort at Night 

Transition seasons are the times 
for colds. It's wise to be well 
covered these Spring nights, un- 
wise to be heavily covered. 

Here are the proper weights, 
the proper styles, the proper qual- 
ities of coverings. At low cost : 

At ?i.25 each — Silkoline cotton- 
filled Comfortables, figured on 
both sides. 

At ?i.7^ each — Extra-fine Silko- 
line Comfortables ; filling of fine 
white cotton ; figured on both 

At $1.15 each — White lioney- 
comb Bed-spreads ; soft-finished, 
ready for use. 

At ?i.5o each — Honeycomb 
Bedspreads ; fringed all around, 
Marseilles patterns. 



No. 464 

Does Your Over- 
Coat Need a New 

Overcoat weather is alnrnst 
u\x)n us and it is time you were 
gelling yours out to see what it 
needs in the shape of repairs. 
Perhaps it needs a new collar, 
lining, cleansing or pressing; if so 
bring it to us. We do ihe best 
work in the city and at the lowest 
prices for first-class work. We 
do all kinds of cleansing, pressing, 
dyeing and repairing for men and 
women in the most satisfactory 

Work called for and delivered 

No. 451 

Silk Redingote 
Coats, ^22.50 

Made of the fine, soft black 
peau de soie, collarless style ; 
double box plails front and back ; 
braid trimmed at neck and down 
from ; new full sleeve, plaited 
gauntlet cuffs; full skirt, plaited 
front and back — J22.50. 

No. 463 

Sunday *s Cake 

Two Saturdays ago we started 
Cake Specials. Sold out. Last 
Saturday we did the same. Same 
specials to-morrow. We want 
everyone lo know the goodness 
of •Homestead baking. 

Ye Olde Homestead Spanish 
Bun, igc. lb.; Ye Olde Home- 
stead White Mountain Cake, 15c. 
lb.; Ye Olde Homestead Marble 
Cake, 15c. lb. 

All of them teeming with rich- 
ness and goodness. Regular 20c. 
quality. Baked fresh in the 
Homestead way. Try a trial 

No. 453 

"More great fortunes are made 
in real estate thnn in Wall 
Street."— William Waldorf As'or. 

(Quotation from N. Y. Ameri- 
ca/z, Sepl g, ig-L>4. 

"Real estate is the Best prop- 
erty to own." Do you own any ? 
Are you laying the foundation 
for a fortune? The richest men 
of the age made their millions in 
real estate by purchasing property 
right on the line of great improve- 
ments. The best real estate in- 
vestment now offered is our 
property at Freeport, where the 
Pa. Railroad is spending S20,- 
000,000 on its gigantic tunnel and 
railroad improvements. Their 
completion will enable you to 
secure enormous profits if you 
Buy Now. We have the best 
property, best location . 

Lots S49and up. $^ down, $z 
each month. 

Near the depot and right on 
the trolley line to Brooklyn and 
New York. 

Every improvement; every con- 
venience; electric light; city water; 
best schools, all churclies, stores, 
clubs, etc. Title insured by the 
Lawyers' Title Insurance Co. 
(capital $S.of>o,r)Oo.) 

Write to-day or call at our great 
sales days Wednesday, Satur- 
day & Sunday. 

Write to-day or call at our office 
for Descriptive Circular, Maps 
and Free Tickets. 

Building a House 

Ask anyone who has gone 
ihrougli the house building busi- 
ness and tliey will tell you not 
to sliglit one feature of the plumb- 
ing and healing. 

Now, in heating and plumbing 
we want you to understand that 
we can do anything in that line 
and do it well. 

We have long experience, we 
have the most skillful working- 
men of the craft — we have every 
facility for doing tlie work per- 
fectly and at moderate cost. 

Bring in the plans and specifi- 
cations of your new house— and 
we will examine them and tell 
you just how much we will do the 
work for and do it properly. 

We won "t charge you a cent for 
our estimate. 

If you've a plan in your mind 
in regard to the heating and 
plumbing, talk to us about it, we 
may be able to give you some in- 
formation of a helpful character. 

We can refer to hundreds of 
jobs done faithfully and satis- 


Luscious pieces of caramel 
candy, enclosed in chocolate. A 
dainty sweet that yourself and the 
little folks will enjoy. In one- 
poimd boxes. 

At 2oc, regularly 30c. 

Xo. 45G 

Let Us Put 
Tenants in Your 
Houses and Col- 
lect Your Rents. 

Tlie very condition of our list of 
vacant houses at present argues 
in the strongest possible terms 
for your placing your property in 
our hands. We need more houses 
riglit now to meet an actual de- 
inand. If any of your property 
is lagging unprofitably on your 
hands, place it with us and we'll 
fnid the tenant who wants it. 

The department of renting and 
managing property here is orga- 
nized in a manner that results in 
the best possible service to owner 
and tenant alike. It is conducted 
by men whose sole business is to 
look out for the houses under 
their charge— to keep them rent- 
ed to bring them to the very 
limit of profitableness to their 
owners. Their record of succes- 
ses in the management of Real 
F.slate is a conclusive argument 
with every owner who seeks the 
very best possible service. 

To reiterate — we need more 
houses to meet a demand we have 
created. Let us have yours. We 
can obtain tenants at once. 

No. 457 

Bind Your 

The cost is little enough and 
the volumes will be a valuable 
addition to your library. 

The work we do in this line is 
as high-class as our printing — 
and you know our kind of print- 

No. 462 

Let Your Pennies 
Work for You 

Nothing makes money as fast 
and easily as money, excepting 
real estate. An equity in a well- 
located piece of realty in Buffalo 
is a more valuable asset than a 
United Slates bond. It is the 
best security in the world. It 
cannot run away, be stolen or de- 
stroyed. It is the best, safest, 
surest money-maker in the uni- 
verse. It is the basis of all value, 
the foundation of all wealth. It 
will earn fifty per cent, for you. 

Heretofore real estate invest- 
ments were limited to men and 
women of considerable means. 
On account of the amount of 
capital required the person with 
only a few dollars was shut out 
hopelessly. But by a plan now 
in operation anyone can share the 
profits and enjoy the security of 
real estate investment: 

?5 down and $[ a week buys a 
handsome home site. 

This land is located jn the 
beautiful section of Kensington. 
It is only thirty minutes from llie 
heart of the city, the East Utica 
and Kensington trolleys pass the 
property. .Sidewalks, graded 
streets, schools, all improve- 
ments. Prices of lots, $150 to 
$^bo. Come and see the property. 
An Agent is on the ground all 
day, until S o'clock in the eve- 
ning. Don't delay. Car Fare 
Free. Maps, plans and infor- 
mation at the ofBce of 

Window Shades 

In the better class of shade 
work, we have been always excep- 
tionally successful, but will en- 
deavor this Season to outdo our 
previous efforts— estimates fur- 
nished on request. 

To those desiring something 
uncommonly attractive in this line, 
we would recommend the inspec- 
tion of our French Linen Lace 
Shades, ranging from $7.50 to 
^16.00 each. 

If You Own Prop- 
erty in George- 
town or the **First 

It'll Pay You to Have Us Man- 
age It. 

We rent houses. We collect 
rents. We sell property. We'll 
make your property pay the Innit 
of profit. Glad to have you con- 
sult us about West End Real 


Bamboo that grows on the Ma- 
lay Peninsula and comes from 
Malacca is particularly adapted to 
furniture purposes. The frames 
are made in various pretty shapes 
with the bamboo in combination 
of natural colors and stains, with 
seats and backs of rush and split 
weed woven together. Quite 
artistic and durable. 

Chairs at 29.25,^12,^12.25, and 

Rockers at $12, ?i2. 50 and $13, 

New Furniture 

How you will enthuse when 
you walk about on our furniture 
floors and take in the hordes of 
beautiful pieces and sets. Here 
you see New Furniture— the New- 
est of the New. Not an old piece 
in sight We have three times as 
much real fine funiilure as any 
other store fine but not higli 
priced. For your own satistac- 
tion you should look around and 
compare. We submit tliree low 
priced combMiations for your con- 

Bedroom Outfit for $29.50. 
Twelve pieces, including hand- 
some Oak Dresser with cheval 
mirror, bedstead, wash stand, 
table, two cliairs, rocker, towel 
rack, spring mattress and two 
pillows. Value $36 75. 

Dining Room for $36. Golden 
Oak Sideboard wiih fluted posts, 
French plate mirror, swell quar- 
tered oak top drawer; six-foot 
extension table with fluted legs, 
and six dining chairs. Value ;^44. 

Parlor Suits for $55, An un- 
usually handsome five-piece Par- 
lor .Suite in mahogany finish, up- 
holstered in_ fine silk damask. 
Wood work is richly carved and 
polished. Value $73. 

No. 463 

You Can*t Watch 
Your Valuables 

— constantly, but We Can— it's a 
part of our business. The Safe 
Deposit Boxes in our banking 
vaults afford perfect protection 
for valuable papers, jewels, etc. 
Rented ^5 year. 

No. 464 

Men*s Spring 

The popular Covert Coat is as 
high in favor as ever, and the de- 
mand right now is enormous. Our 
stocks are ample, and they repre- 
sent the smartest styles in the dif- 
ferent varieties that good form 
has suggested. 

The coals are in light, medium 
and dark sliades of brown and 
greenish tints ; with serge hody- 
Hning, satin sleeve-lining, at $15 
and 520. Silk-lined Coats, at ?2o, 
$22. 525 and S30. All of these 
coals are cut and finished with the 
utmost care by expert tailors. 

Leather Articles 
for Women 

Our full and complete stocks 
present splendid selection for 
Easter gifts, as well as for the 
purchaser's individual use. There 
is a delightful assortment of new 
things in vanity bags, hand bags 
envelope bags, card-cases, and 
pocket-books. The leathers show 
rich colorings of imported calf- 
skin and the new fluffed alligator 

In addition to the regular stock 
there is a special offering to-day 
of Hand-bags in genuine sea lion , 
Russian seal and walrus, in black 
and brown. All new and modern 
styles, and all fitted. Regular 
values S4.50 and $5- 




Xo, 476 

Roses and Other 
Garden Favorites 

Feel that first Spring tang in 
the air? Does it stir ycm ? 
Mother Earth feels it too ; and 
bestirs herself and plans her 
Spring wardrobe. So now is the 
time for your garden to begin, 

Holland -Grown Rose Bushes 
15c each, 2 for 25c, 5i.2g a dozen. 

Grown on Manetti roots, reatiy 
to be put in the ground right now. 
All the best-liked sorts. 

And Landreth's Seeds— the best 
seeds — all ready to sprout and 
" make good." 

Flower Seeds, 5c a package. 

Vegetable Seeds, 5c a package; 

Lawn Grass Seed, 54 1b., 15c. 
I lb., 30c ; 2 lbs., 50c ; 5 lbs., Si. 


The man who ever had too many 

Good chance to have more at 
this .Manhattan Sale : 

$3 50 ones, $2.50; $3 ones, $2; 
$2. 50 ones, $1.75; $z ones, gi-ss; 
^1.30 ones, ^ 

No. 468 

Table Linens 

The center of the family is the 
dining-room tabic. 

Wise housekeepers realize tliat 
they are known by the tables they 

And this will please them — the 
very low prices of these very high- 
grade linens : 

5i-a-yard Bleached Linens ;wide 
open-border patterns ; very fine 
beautiful quality; the very best 
$i-a-yard hnen we know. 

Dinner Napkins, 24 in. square, 
at 53 a dozen. 

Table Cloths, bordered, un- 
hemmed; 2x2 yds., at $2 each; 
zx^lYz yds., at ;?2. 50 each. 

Easter Ribbons 

The tendency in the ribbon 
demand is for shaded effects, of 
which we have an endless variety. 
The new weaves come in three 
shades of a color which are so 
desiiable for the deep girdles that 
are so much worn ; also for mil- 
linery purposes and such like 
25c 1075c. 

S-inch Mousseline Taffeta, \<jc. 

4M-inrh Ombre Taffetas, 25c. 

S^-inth Messaline 'l'affeta.35C. 

jK-inch Omhre Taffeta, 38c. 

We also have a beautiful line 
of ribbon Hair Bows, made up 
into a variety of exclusive ideas, 
at from 50c to $3. 

No. 470 

Do You Realize 

stove time is but a month away? 
Even now many are making prep- 
arations for winter, and nut a few 
have selected tlu-ir heaters with 
orders to deliver later. 

For yeai-s we have been hand- 
ling the "Radiant Home" and 
" I-'.stale Oak" he. iters. We knew 
th'.-rn to be good and can give 
tli^:m our strongest endorsement. 
All .'iizesare now on display, sec- 
ond floor, elevator. 

Exclusive Corsets 

We have arranged a specially 
interesting showing of late models 
at ?5.oo and ;? The assort- 
ment comprises forty-six models, 
each designed for a distinctly dif- 
ferent figure. The very fleshy, 
the vei'y slight, and the many 
intermediate figures have been 
must carefully considered. 

An increased force of profes- 
sional corset fitters, trained and 
directed by our well-known artists, 
will be in attendance. 

No. 473 

No. 473 

No. 474 

No. 475 

Did You Have a 
Raincoat or Top- 
coat to Wear 

Needed it badly, did you not? 
Why delay buying, when every 
day for the past month and prob- 
ably for the next six weeks you'll 
have constant use for one ? 

Think of the comfort to be de- 
rived from having the r i g li t 
clothes to wear on a rainy day or a 
cool day. A coat that makes you 
independent of changeable 

Start out on a cold day, and 
though it rain befnre you get 
home, your coat affords you per- 
fect protection. 

R . & W . Raincoats are the best 
■ — S12, $1$, Si8> $20 and ^22. 50. 

Schloss Topcoats are the best — 
?io, $12, ?is, |iS and ;S2o. 

A Favorable 
Commentary on 

All the style and dash of the 
most distinguished outer-garments 
can be put into Raincoats. Are 
now put into these. 

Some new arrivals from Europe 
are the most effective we have 
ever seen. In Redingote, semi- 
blouse— in evc^r new style. With 
smart contrasting strappings and 
other innovations. Olive, Oxford 
and tan worsteds. $20, $21 and 
$22 each. 

Duff's Collec^e 

Is a progressive school. Busi- 
ness is tauK'it by business men. 
Here the students become trained 
accounutnis, rapid writers, ac- 
curate calculators, good corre- 
spondents, acetiinplished steno- 
graphers and expert typewriters. 
Tlinrough preparation for busi- 
ness pursuits. Circulars to be 
had at college office. 

P^vening sessions. 

If your trousers have the trick 
of "crawling up" out of sJiane or 
if they are no longer a credit to 
your cnat, come in and see our 
specials this week. 

Fashion no longer demands 
that the trousers should be the 
same )iiece as tlic c":it. 

Here are 22 dilferent patterns — 
can suit all tastes and all legs— 
J3-5"i f'A oOi S5.00. 

New Paris Silks 

One of the most beautiful silks 
that has come from Paris this 
season is the Eclair Glace, a plain 
two-lone silk, 44 inches wide, soft 
as crepe de I hine, but in a plain 
lustrous Weave, in the most effect- 
ive two-tone effects that have ever 
been brought out. The combina- 
tions include the following ; 

Nile green-and-while, green- 
and-blue, cieUand-white, pink- 
and - %vhite, marine blue - and - 
lirown ; brown-and-green, marine 
blue-and-tan, mais-and-white, tan- 
and-white, tu'-quoise - and - wliite, 
light blue-and-beige, apricot-and- 

The Eclair Glace Silks are 
suitable for simple or the most 
elaborate evening dresses. 
Double width, at S2.50 a yard. 

No. 47'; 

Linen Specials 

There is really no good reason 
why we should cut prices on this 
stock because we shall have to 
pay more when we re-order; but 
it is not our policy to allow any 
goods to linger or salespeople to 
stand idle when a shearing of 
profit will make a busy counter. 
That accounts for Monday's ad- 
vantageous prices told of below. 

"Suppose I Die" 

We have helped the people to 
answer that question for lialf a 
centurj' or more ; to make provis- 
ion for thtir survivors. We do 
more ; we assist men in making 
provision for their old age, ulien 
their money-producing power is 
waning. Get our free booklet, 
'The How and the Why," It 
brushes cobwebs from the brain. 

Extremely Low 
Prices for Sewing 

It pays the woman who has ht-r 
sewing done at home to own a 
tirst-class sewing machine. liy 
this we mean one that turns nut 
good xvork quickly, not a machine 
in a fancy case. If you think with 
us, note this comparison of prices, 
our prices and the general market 
})rices on sewing machines, before 
you buy, 

5iS for machines that listarS4o. 

S22. 50 for machines that list at 

525.00 for machines that list at 


^27.50 for machines that list at 

Old Hickory 

Furniture with the bark on it, 
matie in large comfortable Chairs, 
Settees, Tables, ctt., built to last. 
It is proof against rain, and for 
the porch or lawn is particularly 

Chairs, S2.50 to Jio.oo. 

Settees, 58.50 to f 15.00. 

Tables, 53.50 to Ss-oo. 

Roof Men 

of Ability. 

We're practical and expert roof 
men. Every job is done right 
and is fully guaranteed. We 
|iaint and repair roofs. 

Xo. 482 

Walking Skirts 

These are the days that call for 
something firmer, snugger, and 
fitter than the light Tub Skirts 
that have been doing duty during 
Jane and July. To meet the call, 
here are a hundred Walking 
.Skirts, just received from our 
buyer who is now- in New York. 
Sightly, sturdy stuffs, hefty 
enough for early Fall wear and 
nut too WLi^hty for the coolish 
days that are sure to slip in be- 
tween August and September. 

Walking Skirts made of brown, 
black and blue plain and camel's^ 
h.iir serge — seven gores, a wide 
tuck covering each seam, falling 
loosely and finished at the knee- 
line with self-tabs. 

Walking Skirts made of grayish 
mixtures in dim plaids — choice 
mannish fabrics — seven gores, seams with double plaits let- 
in below the knee. 

S5 would he a very fair price 
for such styles and qualities. 
We've never offered belter ones 
at that fistire, but these are to be 
sold at $^.50. 

No. 483 

Women's Gloves 

Two favorites are ready 

in the full Spring assortments. 

The Princess May glace and 
suede gloves for women, in all the 
shades, including black and white, 
$1 a pair. 

The Royale Kid Gloves for mm, 
in outseam and pique stitchinp. in 
all the new shades of tan. ?i.5o 
a pair. 

No Business 

is too big to ignore the 2 per cent, 
interest we allow on dei>osils sub- 
iect to check. The larger the 
business the more it amounts to. 

Dress Linens 

The present season's craze for 
linen suits has stirred up our 
Linen Store to unusual prepara- 
tions to meet the de'H.mds. Dur- 
ing the recent weeks we h^ive 
heard much enthusiastic commen- 
il.ition of the Dress Liuens here 

Here are a few suggestions of 
the popular sorts : 

Kmhroidi-red Linen, in Swiss 
drsi^ns, dots and figures, for 
shirt-waisrs and suits, at O5C, 75c, 
S5C, ?i and Si .25 a yard. 

Flench Grass bleuLhcd Linen ; 
double width ; 47 in, wide, at 75c 
a yard. 

Plaid Linen Dimity — snow- 
white — a sheer, beautiful fabric 
for shirt-waists; 32 in, wide, at 
65c a yard. 



Appel's 25-cent 
Prize Package 

This week, Friday, at 2 o'clock 
p ni., in thu basement. 

500 packages, e.tch containing; 
merchandise to the guaranicLd 
ainuunt of 25c., will be placed on 
Sale at, each, 25c. 

Wni take your choice of any 
in the lot; only dependable ni'-i- 
cliandise will be enclosed in these 
pacliages, such as Hosiei'y, Un- 
derwear, Lawns, Calicos, Muslin, 
Dress Goods, Laces, Ribbons 
Millinery and the like. We will 
guarantee each package to contain 
at least 25c. worth of merchandise, 
but many will contain more. 

Inside these packages ten $1 
bills will be enclosed, one to each 
ten packages. If you were born 
under the Lucky Star, your selec- 
tion ought to be a 1 rize package; 
if ynu were not born under any 
particular Omen of Good For- 
tune, you will get a big money's 
worth anyhow. 

This sale is tlie third of its 
kind; it has proved popular with 
the people, because they have 
alw-Tvs received their money's 
wuriii. Remember the day and 
huur; Friday, August 12, at 2 

Women's Gloves 

Our stocks are complete with 
all the new Spring and Summer 
gloves, in the various proper 

Suede Lisle Gloves in all the 
new shades, also black and white, 
at 25c, 50c and 75c. 

The new Mesh Gloves, lisle 
palms and silk net backs, at 50c 
and 75c. 

Silk Mesh Gloves at $1. 

Elbow-length Silk Gloves in 
colors, also black and white, at $\. 

The Kayser Double-tip Silk 
Gloves, in colors and black and 
white, at 50c, 75c and $1. 

To Mothers 

You know, perhaps, by this 
time, that a growing boy, 12 to iS 
years old, is very hard to fit. The 
"awkward" stage, clothiers tell 
you, can't be helped. Rut a great 
part of this awkwardness isn't due 
to the boy at all , but to the clothes 
he Wears. Makers sort of took it 
for granted that a growing boy 
couldn't be fitted well and didn't 

For some time we have been 
giving this matter very close at- 
tention and if you want to see 
how your boy looks in clothes 
that fit, bring bun in any day and 
let us put a new Fall suit on him. 

Double and single breasted, 
two-piece and three-piece. New 
stvles are handsome. $2.50 up to 

No. 489 

White Petticoats 
in Golf Lengths 

We have an attractive collection 
of Women's Cambric Petticoats 
in the pedestrian or golf length, 
so convenient for wear with short 

Popular styles are shown at 
$1.50, ?2.25 and $2.75 each. 

New Spring Coats 

Covert Coats — the elegant high- 
class tailored garments— from the 
short, natty, tiglit-fitting coat to 
the long fitted or Paddock style; 
also all the newest short and long 
loose models in light tan and 
black— $12,50, $15.00, $18.50, up 
to $40,00. 

Silk and Lace Coats for practi- 
cal or dress wear — $15.00, jiS 50, 
520 00, ^25.00, J135.00, $42.50 up to 

One Way to 


is to do yotn- own shaving. If 
you need shaving three times a 
week you save 45 cents, and 
numerous tips. 

Shannon's Dollar Razor will 
save you ^25 in a year. Ask any 
of the thousands of users. 

If you haven't the knack of 
using a long bladed razor get a 
Gillette Safety Razor. It has 12 
double edge blades, each good lor 
20 shaves. 240 shaves without 
shaipening. $5. 

Our Traveling Case is a handy 
outfit. Contains safety frame, two 
blades, shaving soap, brush , 
c'liiib and cosmetique. Complete 
for *5. 

S;ar Safety Razors, for a safe, 
clean shave, S^i.25. 

No. 493 

A Bevy of 
Shirt-waist Suits 

Lawn, duck, Swiss muslin, 
linen, chambray— all the fair arr.iy. 

Not niciely a plain shirt-waist 
and a pL^in skirt. 

Suits with character, tailored or 
prettily trimmed, with a carefully 
conceived de^-ign. Well-fitting. 

Prices undeservedly modest : 

At S4.50 — Of lawn ; plaited 
blouse waist, ii-gored skirt, each 
gore plaited. 

At $s -Of duck or plain or dot- 
ted lawn ; blouse waist, plaited or 
tiimmed with lace insertion ; gored 
skirt, with insertion of lace or 
shirred flounce. 

At $b—()i lawn or dotted Swiss 
muslin , waist plaited, trimmed with 
lace or embroidery insertion; gored 
skirts, side-plaited or with shirred 

No. 493 

Let Us Fix 
Your Furniture 

Don't destroy your old furni- 
ture because it is shabby. Send 
it to us and we'll make it look 
gorid as new again , 

We frame pictures and show 
you 100 designs to select from. 

Men's Half Hose 

For 6,000 glad feet. 
Here are 3,000 pairs of fancy 
imported Half Hose. 

Many kinds, few of each. 
None under 50c qualities. 
Sizes gj'g to II. 
Now 2oc. 

The 'Hawkeye' 
Basket, $3.25. 

Tliis basket best solves the 
problem of keeping a good lunch 
good- Has no superior for out- 
ings, traveling, for the sick room, 
office, etc. C'onstructed of the 
toughest finished rattan, witli as- 
bestos and hair-felt packing 
metal lining. Ice compartment 
maintains an average temperature 
of 50 degrees for 24 hours. Water- 
tie;ht, moisture-proof, non-rust- 
able Price $3.25. Inspect it. 

A Gas Toaster Special. 

A practical and satisfactory 
bread toaster, such as is reguLuly 
Sold at 40c. An advantageous 
purchase enables us to price them 
at 25c. 

More $1 Bath Sprays, 75c. 

If you have delayed securing a 
good bath spray, you may obtain 
one now. Another shipment of 
these sprays — white rubber, with 
large nickel nozzle, 75c. 

Kitchen Ware 

Aluminum Ware has come to 
make cooking easy and eating 

Food can boil until dry in aliun- 
iuuin, without stirring or burning. 

Ciriddle cakes can be fried on 
aluminum without grease. 

Aluminum cannot flake, cannot 
burn on an ordinary fire, contains 
no acids, is non-porous, impervi- 
ous to impurities. 

Lighter in weight, longer in 
wear, cleaner and better-looking 
than any other. 

And not expensive : 

Round Griddles, 51.70, $2.50, 
S:i 75- 

Oblong Griddles, S2. 35 to $5.25. 

Biead Pans, at 35c. 

Pie Plates, at 15c to 25c. 

Roasting Pans, at 90c to ?i. 50 

Rice or Milk Boilers, at Ji to 

No. 497 

The Brighton 
Fruit Press 

is the very thing for extracting 
juice for making jelly or fruit 
juices. No. 2 is the usual family 
size and sells for St. 75. 

Silver's Fruit Press, much 
smaller but very satisfactory, is 
only 35 cents. 

Preserving Kettles in all sizes. 

New Jacquard 

that will wash splendidly 

55c a 


Monday we place on sale 50 
pieces of jacquard silks ; these are 
only half silk, but they will wash 
all the better for that ; a beautiful 
range of patterns and many new 
color combinations ; 2S inches 
wide ; just the thing for spring 
and summer suits ; the choicest 
patterns will sell first ; make your 
selection early. Sale price, the 
yard, 35c. 

American Fence 

is a good Fence. Because it is 
made from the best open hearth 
steel — Because it is heavily and 
evenly galvanized — Because it can 
be perfectly stretched over un- 
even ground— Because the heavy 
stay wires are Hinged at every 
joint and it always keeps smooth 
and straight. American Fence is 
a good Fence to buy — Because, 
M'hile it is heavier and more dur- 
able than any other, it Costs Less 
Money. I sold over five carloads 
last year and am going to sell 
seven carloads tins year. Tlie 
high quality of the Fence and the 
Low Price will do the business. 
Two or three carloads always on 

Trimmed Hats, I5 

Exquisite copy of models of Par- 
isian creations and also many of 
our own magnificent styles. This 
famous line of millinery is superi- 
or to hats sold elsewhere at ?7.5o, 
and the equal of most hats lor 
which double our price is asked. 

Chapman's **Ad" 

Next to a "Mansion in the 
Skies," is the McPherson Man- 
sion with Soo acres of choice land, 
situate in Livingston County at 
the most fertile point in the Gen- 
esee Valley. Outside the "Garden 
of Eden" this is probably one of 
the best farms ever offered for 
sale. The big residence alone 
cost 25,000; an ideal spot for a 
country gentleman to live in lux- 
urious comfort. From 25 to 800 
acres may be purcliased with the 
mansion and barns. The land 
not sold with the main buildings 
will be sub-divided and sold in 
smaller farms. 

Our list of small and medium 
sized farms and village homes is 
always open for inspection to 
prospective purchasers. 

Money to loan. 

No. 503 

The Sorel Hat 

At present the French metropo- 
lis is wild over tlie beautiful hats 
worn by Cecile Sorel at the Com- 
edie Francaise. We are showing, 
to-day, hats that are exact copies 
of those that havestarfd the rage 
in Paris. 

Another striking novelty is pre- 
sented by the new Reboux Polo 
Hats. These exclusive little tur- 
bans are built entirely of violets, 
geraniums, American Beauty and 
other roses, Tliey present one of 
the most charming new styles of 
the season. 

There are besides hundreds of 
other newly trimmed hats that 
have originated with our own de- 
signers, as well as scores that roe 
produced from direct information 
received from Paris. 

No. 503 

Store Your Furs 

Preparations are complete for 
the Storage of Furs during the 
months when they need expert 

Facilities for renovating and 
repairing are of the highest order. 

Tne cost is moderate. 



No. 604 

Showing of 
Easter Novelties 

Here are all the cute little re- 
membrances for Easter time. 
They are all priced hnv and in a 
great array of subjects. 

Baby with voice in egg — 30c, 

Large white rabbits— gSc. 

Egg faces — 15c. 

Mechanical rabbits — 49c, 60c. 

Happy Hooligan eggs — 5c, loc. 

Buster Brown eggs — 19c, 25c. 

Foxy Grandpa eggs — 5c, loc. 

Rabbit and nest — 25c. 

Rabbit eating carrots — 50c. 

Rabbit and cart — 60c, $1.00. 

Cliicken and basket— 10c, 5c. 

There's a good lesson in them, 
and if you want to take them 
home to delight the little ones in 
telling them the Easter legends 
they're on the Main floor. 

No. 505 

You Remember 

the good old days way back 
yonder on the farm — how your 
mother used to make the nice 
sweet home-made Kettle-Ren- 
dered Lard, and how different 
everything used to taste then ? 
Don't you know that yuu can get 
the same tasting Home Kettle- 
Rendered Lard made by I. N. 
Voorhees & Co. at 247 Morris 
avenue? No coloring matter in 
this lard Many housewives have 
tried it in the past few weeks, 
and are enthusiastic in praise of 
it. Put up in 3, 5 and lo-lb. pails, 
and loose, 12c. a lb. 

No. 506 

Special This Week 

Dep't Store 22nd and Ridge 

We're out of the high-price'i 
district, hence these out-of-the- 
way prices. 

Best Lancaster Gingham, s^c. 
yd.; Sc. Unbleached Sheeting, 
36in, 5c. yd.;Sc. Outing Flannels, 
Si'^c. yd ; 50c. Corset Covers, 
35c.; i2|,c. Ladies' Black Hose, 
9c.; Z5c. Men's Gauze Vests, 17c. 

Creamy Candy 

At 20c a pound, worth 35c — 
Old-fasliioned Italian cre,inis. 
Luscious pillows of cream with a 
rich chocolate covering. Kor 
dainty teetli — and sweet. 20c a 
pound, worth 35c. 

No. 508 

School Supplies 
the Children Like 

are the kind you find here. Every 
good thing for making school 
work easy. 

New and second hand School 
Books bought, sold and ex- 
changed. Money saved you in 

Our "Grammar School Tablet" 
is the standard margin line tablet. 
Evtry other good kind of tablet 
here also. 

This store will be open to- 
morrow { Tuesday evening ) to 
accommodate the school trade. 


When you happen to be in 
Oswego long enough to get hun- 
gry you can find no lietter place 
to satisfy your appetite than at 
the White Front Bakery. 

There you will find the best 
short order lunch counter in Os- 
wtgo.and you can get anything 
you want to eat. You will be 
treated white, too. 

No. 510 


It gratifies us to talk about this 
collection. It will gratify you 
to see it. 

Ever day brings additional 
beauty — new models with still 
later, more alluring touches of 
jauntiness and style. 

I>iteresti?tg twi'elttes among 
Tricurnes, long, narrow Admiral 
shapes, small, quaint, Turbans, 
and flat Sailor Hats ; most becom- 
ing and prettily trimmed. New 

Shapes for all faces, $1.75 to 

Nc». 511 

There are many examples to 
show the folly of having life in- 
surance made payable directly to 
inexperienced or incompetent 

You can avoid such misfortune 
by making tliis company your 
beneficiary in trust. Many shrewd 
business men are doing so. 

Call or send for our booklet 
" Relatingto Wills, etc," 

No. 513 

Value in 

Men's, Women's and Children's 
Underwear in .Spring and Sum- 
mer weights and of all-the-year- 
round excellence. 

Care has been taken — extra 
care — not only for coolness, venti- 
lation, absorbency, worth and 
good looks, but fur all the little 
details of comfort, too. 

And the prices are more modest 
than the values: 

Women's Underwear 

At i8c each, worth 25c-White 

ribbed, lisle-finished Vests; hnv 

neck , sleeveless ; trimmed all 

around with pretiy pattern of lace. 

Men's Underwear 

At 37^^c each — Fine gage light- 
weight ecru-color cotton Shirts or 
Drawers ; shirts with short or long 
sleeves ; drawers in short or long 
in seam. 

Children's Underwear 

Kngl isli wh i te gauze cotton 
Vests ; lowneck, with short sleeves 
or sleeveless ; or hit-h neck, with 
short sleeves. Prices range from 
2sc to 5nc, according to size and 

No. 513 

Diamond Rin<rs 

Gems clioscn hv a judge, and 
mounted by an artist. Here you 
arc -afe, yet you pay only moder- 
ate prices. 

An eighty-six-year-old house. 

Women's Lawn 
Waists, 50c 

Made to sell at 950. The first 
lot went on sale this week and 
was sought by crowds of shuppers 
with great eagerness. No won- 
der. Tlie value is simply extra- 
ordinary. Known popularly as 
"Chic" Waists. Tliis time we 
place on sale exactly i.^cxi waists. 

Made of good quality white 
lawn, with deep round yoke front 
and back, formed of lace inserting 
and strips of narrow lawn , joined 
by fagoting, attached stock collar 
to match yoke, graduated side 
plaiting below yoke forms full 
blouse, which is embellished with 
two embroidered medallions, new- 
est full sleeves and tucked cuffs. 
Quantity being limited, we will 
sell only two to a customer. 50c. 

Reading the Title 

The possession of a title policy 
by this company is proof to all 
the world that the title to your 
real estate is clear. Not only 
this, but should anybody ever 
dispute it, we will defend you 
with our capital, surplus and the 
dnuble liability of our stock- 
holders, and in the event of any 
possible loss, make you whole. 
No greater protection could be 
asked. It is yours for a small 

No. 516 

St. Patrick's Day 

To give the table a typical 
emerald tone— green candies, pure 
and delicious, prepared for the 
day's celebration : 

Green Shavings, 40c a pound. 

Green Chips, 40c a pound. 

Green Bijou Drops, 3nca pound. 

Green Buttercups, 25c a pound. 

Green Pipes, 25c a pound. 

Green Shamrocks, 25c a pound. 

No. r>iT 

A Sale of 
Fine White 

First is a cnllection of beautiful 
Satin Damask Bedspre.ids, fur 
single or twin bedsteads. They 
are imported fmm one of the best 
foreign manufacturers. T h e 
grounds are snow- white, with 
most beautiful designs in relief, 
decorated with beautiful printed 
border pattenis and detached de- 
signs. These bedspreads sell 
rcgnlariy at $7, but by reason of 
our vpecial purchase, we are able 
to offer this limited lot at $4 each. 

No. .-»18 


Never h^s the Temple College 
at Broad and Berk sts, been in 
better condition to im|iart to 
male or female a thorough edu- 
cat i on in forty-six different 
branches. Day or Evening Cours- 
es. Terms very moderate. 

Full information on request. 

The New 
Spring Shirts 

Plain bosom negligee models 
seem to have struck twelve this 
time, though the pleated and stiff 
bosom coat shirts are also in high 
favor. We present an exhaustive 
series of the three. They are of 
the finest percale, madras, chevi- 
ot, linen and fancy weaves, woven 
in this country and abroad. The 
designs are varied- from grave to 
gay, from conservative to daring. 
The prices begin at one dollar 
and raise at intervals of fifty cents 
to four-fifty. With the shirts that 
cost two dollars or more we pro- 
vide an extra pair of unlaundt-red 
cuffs, which your seamstress may 
s^w on, after the attached pair are 
beyond further service. 

Hold this in mind : be yourpro- 
portiuns normal or abnormal, in 
whole or in part, with short arms 
or long, we can provide a perfect 
fitting shirt ready for your service. 

No. 520 

Crab Cutlets loc. 

Made from fresh crab meat. 
They are just a hint of the many 
good things vou'll find in our 
Delicatessen Department. 

Other cuirenl offerings are: 
Rice Croquettes, 30c. doz. ; Beef 
Bologna. \i^/2Z. lb.; Sliced Beef 
Tongue, 50c. lb. 

Many housewives are finding 
it a great convenience to supply 
their tables with attractive ready 
ciM.ked edibles from tliis depart- 

St. Patrick's Day 

A handsome selection. 

Little things that contribute 
their mite towards the sentiment 
of the St. Patrick's Day dinner : 

Green Boxes, with hat and 
pipe, 30C ench. 

Black High Hats, with pipe, 
15c each. 

Green High Hats with pipe, 
25c each. 

Green Boxes, with harp, loc 

Green Boxes, with flag, 15c 

Shamrock Boxes, with pijie, 
15c and 25c each. 

Harp Boxes, loc each. 

Green Baskets, loc each, 

Irish Heads, 20C and 50c each. 


for introductory purposes we will 
nut on sale two food products that 
nave unusual merit. They are 
made of the very best matenals in 
the very best and cleanest fact«>- 
ries. Maple Ridge Print Butler, 
lb. 25c. Kuclid Butter Crackers, 
pkg. IOC. To every cash pur- 
chaser of this famous butter we 
will give absolutely Free, 1 pack- 
age Butter Crackers. 

Never before have we Iwen 
enabled to put a combination of 
tliis kind on sale, where Ixith 
items nre at the lop of the list for 
L'vcellence, and if we have tme 
di.ssatisfied customer we will glad- 
ly refund the money. 

Come to the store and see our 
displny of fruit and vegetables. 
.Make your own selection, it jxiys. 



No. 533 

No. .-lac. 

No. 630 

No. 534 

Vanilla That Is 

Much vanilla that is sold does 
not contain a particle of vanilla. 
The pure food law of Pennsyl- 
vania requires that articles be 
labeled just what they are or con- 

This gives you protection. 
If vou happen to have an empty 
vanifla bottle Inok at the label. 

It likely is labeled "conipound" 
or "colored" or *'This is a com- 
pound of half syTithetic extract 
of vanilla and half extract of 
tonka" or "4-5 tonka and 1-5 

Such statements on the label 
brand the extract as impure. 

And yet such \-anilla is sold in 
our town. 

Tonka is a good tobacco flavor- 
ing but is not fit for food. 

"'Synthetic extract vanilla" is 
made from coal tar. 

Our vanilla is nothing but 

It is made from selected vanilla 
bean. It is not colored artiticial- 
iy. It is allowed to "age" or 

This gives it a delicate smooth- 
ness, a peculiar aromatic richness 
in flavor obtainable in no other 
way. , ... 

Our vanilla is the finest vanilla 
it is possible to produce. 

Note these reasonable prices: 
I oz. IOC, 4 oz- 35c.; % pt. 
65c.; 1 pt. ?I.2S. 

No. 524 

For the Bride 
at Eastertide 

Matching Lingerie Sets— trous- 
seau sets. 

For Easter brides or any woman 
who likes to have pretty underwear 
a part of her new Spring ward- 

The styles are as new as the 
sets. But the same old dainti- 
ness, and exquisite workmanship 
distinguish each garment. 

You will notice that the prices 
are exceptionally small : 

At $6.25 a set — Nightgown, 
Skirt-chemise and Drawers of 
nainsook, trimmed with fine em- 
broidery, lace and ribbon. Night- 
gown has square neck and short 

At $10 a set — Nightgown, Cor- 
set Cover and Drawers of fine 
nainsook, elaborately trimmed 
with lace and insertion, beading 
and wash ribbon. Nightgown 
has round neck and short sleeves. 

Little Home 

are done quicker and neater if 
you have the rieht tools and 
materials. We sell both. 

Brass Hooks that fit any moul- 
ding, for hanging pictures, 30c. 
doz. up. 

New Drawer Handles and a 
little \'amish will make an old 
bureau equal to new. Half hun- 
dred styles. 25c. a pair up. 
Furniture Polish, 15c. can. 
Paint Brush, loc. 
Tacks and tack hammers in 
styles and sizes too numerous to 

Everything in home tools. Our 
catalogue for the asking. 

A big assortment of knobs, 
fasteners, bolts; all kinds of locks, 
hinges, catches, lifts, etc. 

Our repair shop is the place to 
send things of metal to be 

Don't Carry Linen 
Table Spreads and 
Napkins to the 

when you can come and get a 
large crepe tablespread, 12 nap- 
kins and 12 doylies, for 25 cents. 
They are good t^ualitv— made 
on purpose for picnics, all in sets 
to match. Use them and leave 
them. It is cheaper than you can 
get your linen laundered. 

We can give you 100 paper 
napkins for loc. for excursion 

Look in our show window — 
west side. 

Our new and large stock of 
gilt and cheaper grades of crepe 
paper napkins is very attractive. 
Another stock of cheap base 
balls and catchers' and fielders' 
mittens just received. A few 
more bargains in Ball Clubs and 
Boys' Masks, at 

Variety in the 
New Silk Waists 

So many kinds of beauty are 
hard to imagine, until you see the 

Elaborate, yet tasteful. 

Simple, but graceful. 

Intricate or severe. 

And every model a new model. 

Rich, delicate waists of silk or 
crepe de Chine, or lace, faultlessly 
cut and stitched and trimmed. 

You cannot fail to be gratified. 
?5 to 523-75. Instances : 

At S6.50— Of white crepe de 
Chine : *rnnt of fine plaits, 
trimmed with taffeta silk, French 
knots and stitching ; full sleeves, 
shirred, with deep cuffs. Simple 
and effective. 

At $7.50— Of chiffon taffeta, m 
white or light blue ; front of 
stitched box-plaits; waist elabor- 
ately trimmed with lace insertion. 

I wish I could write across the 
sky in letters of gold the two 
words " Savings Bank.''— Rev, 
U'illuim Marsh, 

Thrift Series. 

** Thrift is such a simple thing— 
and it means so much. It is the 
foundation of success in business, 
of contentment in the home, of 
standing in society." — Russell 

The foundation of thrift is a 
savings account at 4 per cent, 
compound interest. 

No. 529 

The New 

Spring Scarfs 

The srarf designers have left 
the narrow path— lliey have exer- 
cised their ingenuity, and four 
distinctly new shapes is the result 

the three-fold four-in-hand, the 

band-bow, cameo-bow and stock- 
band, all of which you will find 
with us. The tendency is toward 
solid colors in brilliant shades of 
lavender, jacinth, green and 
brown. If the '* tendency " means 
nothing to you, we have also a 
representative collection of the 
new spring designs and stripes. 

50c, |i, #1.50. J2> $2.50 and $3. 

Repaired and 

The present is an opportune 
time for the repairing and re- 
upholstering of furniture for fall 
and winter, and at no other time 
can it be more conveniently 
spared than when you are awaV 
for the summer. A particular ad- 
vantage is that our shops not be- 
ing over-crowded now we can give 
more time and careful con.sider- 
ation to the work than later in the 
season when people are returning 
home and want the work done at 

During July and August all 
repairing will be done at summer 
rates, which are about 20 per cent, 
less; and all furniture will be 
stored until your return if you 

No. 531 

Fancy Full Cream 

Do you like your cheese rnild 
or will you have it sharp, or just 
so it "bites" a little? Try us to- 
day and see how perfectly we'll 
please your cheese taste and save 
you money, too. Special trial 
price for a few days only loc. 

No. 532 

Custom Tailoring 
for Careful Men 

Our Custom Tailoring Organiza- 
tion fills a very important position 
with a great many well-dressed and 
particular men. Hundreds of 
thrifty men come back to us season 
after season, because of the satis- 
factory service they secure here at 
very moderate cost. 

In the first place, we have an 
excellent stock of new Spring 
fabrics that can meet the wishes 
and tastes of practically every rea- 
sonable man. We do careful and 
intelligent tailoring ; and we guar- 
antee fit and satisfaction in evei-y 
case. The usual custom tailoring 
profit is not charged. This means 
that a man can nave his suit or 
overcoat made to order at a com- 
paratively little advance on the 
price of ready-made. 

We are making good business 
suits to order, of excellent all- 
wool cheviots at $20. Better 
range of fabrics, and additional 
care and workmanship at S25 and 
$30 for sack suits made to order — 
and in this range we show an 
excellent assortment of very new 
fabrics, compv,-;ed of cheviots, 
homespuns and hard-twisted wor- 

Ni». 533 

Templeton Says : 
''Keep Baby Well 
This Summer." 

In the first place get a sterilizer 
so that even'thing you feed the 
baby with will be pure and sweet 
—free from the germs that cause 
summer stomach troubles and 
other baby ailments. 

A sterilizer does not cost much 
and will insure baby's health dur- 
ing the hot weather. Your doc- 
tor's advice is the same as ours. 
Ask him. 

Add Pictures 
To Your 

Furniture List. 

While furnishing your house 
don't forget the walls. The pres- 
ent is an excellent time to buy 
pictures of the artistic, but not too 
expensive kind, costing from 5i 
to $s; they make all the difference 
between a house and a home. 

Pictures for 5i. 
(General Description.) 

Pictures for 51.50. 
(General Description.) 

Pictures for S2. 
(General Description.) 

Pictures for ^3 and 1^5. 
(General Description.) 

No. 535 

Cut Glass 

1000 Pieces at about % of Regu- 
lar Prices. 

This is n^i* a clearance nor a sale 
of odds and ends. Every piece is 
fresh and brand new. It is nchly 
cut and designs are handsome 
and now in demand. The lot 
represents a special assortment 
which was held for a Western 
store, but the manufacturer could 
not carry the stock any longer and 
sold out to us at a loss. Numer- 
ous tmiely suggestions will be 
found among the collection by 
prudent home-providers. 

Salad or Fruit Bowls— S-inch 
size, brilliantly cut; regularly 
5^4.50, at $2.95. _ 

Nappies— 7-inch size, new de- 
sign ; regularly $3.00, at Si05- 

Nappies— S-inch size, new de- 
sign ; regularly ?4. 50, at $2. 'iS- 

Nappies— 5-inch size, regularly 
Si.75,at$i.i5. _ . , . 

Handled Nappies— 5-inch size ; 
regularly S2.00, at ;?i.25. 

No. 536 

Masons' Tools 

Made of extra heavy white duck 
with inside pockets and reinforced 
bottom, leather handles and fitted 
with lock and key. 

18 inch size Si. 50. 

No. 537 

A Rainbow of 
Silk Petticoats 

The Rotunda Balcony looks 
like a silken rainbow now. 

Filled with the beautiful new 
silk petticoats in every true color, 
in every brilliant or delicate shade. 

The styles are novel and most 
alluring. An exhibition no Uste- 
ful woman should miss. 

Prices, $5 to ^30— These inex- 
pensive sorts give an earnest of 
tlie whole. . 

At 56.75— Light colors, ofnch, 
dark shades or black ; deep ac- 
cordion plaited flounce trimmed 
with gathered ruffle and plaits. 

At $7.50— New changeable ef- 
fects, or solid light or dark shades 
or black ; three styles ; graduated 
or pointed accordion plaited 
flounce trimmed with cording, 
ruching or plaits. 

At I9— Lustrous colors or 
black; deep circular flounce 
trimmed with four full ruches. 



Live Soft-Shell 
Crabs To-morrow 

We are promised by early 
morning express, Friday, fine 
Soft-shell Crabs. They'll be 40c. 
and 60c. a dozen as to grading. 
We can't deliver them, but they'll 
be put up for your comfortable 
carrying. They'll be ready to- 
morrow morning, barring wrecks 
or circumstances beyond our con- 

It is a great Food Store; isn't 


80,000 more good lemons at 5c. 
a dozen. These are Messina 
lemons, firm, thin-skinned and 
juicy. None C. O. D. 

The March 
China Sale 

Quality and assortment at their 
zenith ! 

Prices at their nadir. 

The first half of the March 
China Sale is done. And it 
leaves in its wake a forceful re- 
minder of what can be achieved 
by deliberate, judicious fore-plan- 
nmg, together with proper presen- 
tation — quality, price and almost 
unlimited assortment. We feel 
proud of the record. 

And to-day we start on the 
homestretch — the second half of 
March with our counters literally 
weighted down with choice China 
and Glassware. 

New Cut Glass 

Bowls, 8-inch, at $2.75, $3.50 
and S5 each, worth §5, ^6 and 

Nappies, at S2.50 and $3.50 
each, worth $3.50 and S5. 
Fancy China 

Pouyat, Chas. Field, Haviland, 
G. D. A., and French China of 
Elite make, at a full saving of 

Salad Plates, at $4 doz., worth 

Fruit Plates, at $3 doz., worth 

Bread and Butter Plates, at $3 
doz., worth $4.50. 

Do You Paint? 

Is a question asked us daily 
and has been answered in tlie 
negative until our Mr. Stewart 
has prevailed on us to let him 
paint some — he is an A-i painter. 
So here we are to tell you that 
now " We Paint," and arc ready 
to estimate on your woodshed or 
your 6 or 12 room house — grain- 
ln^ by an expert, in fact, all 

f)aintingto be A-i and first-class — 
lest of Oils and Leads that money 
can buy are to be a feature of our 
painting — and a postal to us will 
get you an estimate. 

Crystal Cafe 

Why suffer with the heat dur- 
ing this month in the preparation 
of your noon-day meal, when the 
fines' meal in the city is served 
Table D'Hote for 50 cents in the 
coolest dining room in the State. 
Perfectly ventilated, bright and 
cheerful with the pleasantest of 

A La Carte from 6 a. m. until 

Washington and Market : i . 

A Cure for Rental 
Worries ! 

This plan gives you the profit 
but saves you all the trouble. 

Renting houses is a part of our 
business. We have a constant 
demand for houses and can (and 
do) keep our clients' houses full 
all the time. We secure you 
prompt collections, prompt settle- 
ments (same day if you like) and 
incidentally relieve you of all the 
details of taxes, insurance, re- 
pairs, etc., etc. Get our figures 
on this service. They are small. 

No. 543 


Two Special Pre-Easter Offer- 

For to-day, to-morrow and Sat- 
urday the popular Benedict Stu- 
dios announce the two following 

Workmanship that bears the 
mark of newness and originality. 

Only experts are employed ; 
therefore results are invariably 

12 Imperial Carbonettes and 
one 16x20 Black and White, S3. 

12 Carbonettes and one 16x20 
portrait in water-color, $4. 

50c. and 75c. Fancy 
Hosiery, 29c. 

Four pairs for a dollar. This 
is a closing out price that closes 
out — don't wait if you want a good 
choice of patterns. 

Peter, Peter, 
Pumpkin Eater, 
Had a Wife 

And couldn't keep her. But it 
was because she had to stay all 
day in a kitchen overheated by a 
coal ninge. If he had bought 
her a Vulcan Gas Range she never 
wnuld have left him. 

Vulcan Gas Ranges render 
kitchen work a joy forever. 

Connected ready to use for 
Seven Dollars. 

No. 546 


Handsome and serviceable 
Hags for women and girls who 
like to be in line with the newest 
and best. 

The most approved patterns. 

Companions of good, sterling 
quality that reflect credit on the 

fjossessor. Of walrus, Russia 
eather, seal, etc. 

At these declines from our reg- 
ular prices : 

Hand-bags of genuine walnis 
and sea-lion, in black and brown : 
8-inch covered frames ; hlack and 
gray moire lining ; fitted with 
purse and purse and card-case ; 
Vienna handles, gilt and gun- 
metal clasps. At ?.^5f"', regularly 

A Beautiful 
Display for 
Little Children 

Made to be admired. 

Visions of Washington Square 
and Fifth Avenue and all the 
places where well-dressed little 
folks come out with the Spring 
days arise in the mind at once. 

These are the most picturesque, 
perfect blossoms of little Dresses, 
Coats, Caps and Bonnets you or 
we have ever seen. 

Come, mothers, and admire. 
Words are inadequate — but, as 
far as they go, read: 

Babies' "Mother Hubbard" 
Dresses at $4 to $10. 

Of French nainsook, Persian 
lawn, India linen and China silk. 
.Some elaborately trimmed with 
lace insertions and embroideries, 
others hand-made witli drawn- 
work and hand-embroidery. 
Sizes for 3 months to 3 years. 
Baby-like and fine. 

Children's Dresses at $3.75 to 

Of Persian lawn or China silk, 
in French waist and guimpe ef- 
fects; some trimmed with real 
lace, others more elaborate with 
embroidery or lace. Some silk 
under-slips in pink or light blue. 
Sizes for 2 to 5 years. In every 
lonely style. 

Domestic Coal 

Talk doesn't make good coal, 
but Good Coal makes talk ! 

If you are interested in An- 
thracite Coal for Domestic use, 
prepared to meet the critical de- 
mand of the competent and care- 
ful housekeeper we would be 
very glad to hear from you. Or 
if you are not fully satisfied with 
the fuel you are using, don't think 
that all coals are alike. There is 
a demand for a good article, and 
we supply that demand. 

No. .'->49 

Lilac Lotion 

For Tan, Sunburn and Freck- 

It has a refreshing odor and 
leaves the skin soft and smooth — 
not sticky. Just the toilet cream 
for tourists. 

The NewT 
Spring Gowns 

Any woman can find a quiet 
hour of enjoyment, admiring these 
handsome dresses. 

Let them lie their own witness 
for distinction, beauty and style. 
.S"fl. flinging fabrics and brilliant 
taffetas divide the honors for first 

The new styles — their variety 
and grace — might be descrilied, 
though inadequately. But only 
your own eyes can give any pic- 
ture of the exquisite new color- 
ings. In these: 

Voile Dresses at special prices, 
?2S, 535 and ;?so. 

Taffeta Suits, tailor-made; a 
marvelous collection of these 
charming garments, in every new 
shade. %ia to Sto- 

F.oliennc and Drap d'ete; new- 
est models in newest shades; very 
tine assortment. ^40 to $67.50. 

Your Machinery 

are quickly supplied here, no 
matter what they are. If you 
need an Engine or a Boiler just 
drop us a line — if it's a Lathe or 
other piece of heavy machinery — 
a Pump, Drill, Press, Saw Mifl — 
in short, whatever you find your- 
self in need of in machinen,' or 
mill supply line, just ask us for 
our catalogue or pamphlet on the 
subject and we can soon .satisfy 
you of our competency to fill your 
order in the most satisfactory 
manner. Write to us. 

Fine Lace 
Curtains Reduced 

Rich, beautiful Lace Window 
Curtains that impart a quiet, 
charming atmosphere to parlor, 
library or bedroom. 

This is a splendid chance for 
economical housekeepers to pro- 
cure handsome Lace Curtains 
much below their actual worth. 
As witness : 

Point d'Arabe Lace Curtains — 
At $10 a pair, from 514.75 
At $19.50 a pair, from $20.50 
At $37.50 a pair, from $50 
Crete Curtains — rich colorings — 
At $6 a pair, from $8.25 
At $7 a pair, from $9.50 
At $9 a pair, from $12 
At $12.25 ^ P^ir. from $16.50 

No. .^53 

A New Messaore 
Each Day — 
Watch For It 

High Turn-Dnwns, These col- 
lars are often ironed with folds too 
close, so preventing tying of 
cra\'ats, which are frequently 
torn in trying to pull them into 

Forest Process insures easy 
lying of cravats. 

'Phone 1048 or postal card will 
bring one of our white wagons. 

No. .'»54 

Summer Jewelry 

Not merely the conventional 
bars and bands and well-known 
designs of other Summers. 

This year European makers 
have sent to us inexf>ensive Jew- 
elry in the 7iiost artistic and 
novel effects. 

Every style of art from Pompe- 
ian to Art Nouveau. Quaint, 
chaste and most attractive. 

I'nusual in design and price- 
lowness : 

Hat Pins, enameled and fancy 
designs, set with imitation ame- 
thysts, pearls, cr>'stals, topaz and 
emeralds. 25c to $2.75. 

Fancy Enameled and Colored 
Hrooches, 25c to $2.50. 

No. 5Jji5 


Has it occurred to you that a 
\'.icalion woidd Iw more enjoy- 
able and serene if you were in- 
sured against Burglar\'. 

?ifi f<<r tine thousand dollars 



No. 550 

N4.. 501 

No. 500 

No. 570 

Prince Alberts 
Now Ready 

Yes, all ready to put ripht on- 
and just as smart and correct as 
if you iiaid a tailor twice the price 
for tlieiu. 

In most cases we can fit you 
l>erfectly. without any alteration; 
but where changes arc required. 
we du just as the tailor would— 
make the necessary alterations in 
the most artistic manner. 

Superb fabrics — beautiful styles 
— perfect fit guaranteed. See for 
yourself how skillfullv they were 
made; and how carefully the hand- 
work has been done on tliem. 

All sizes for tall, stout and reg- 
ularly proportioned men. 

Materials, black thilwts. vicu- 
nas and unfinished worsteds. 

Prices: Coat and Waistcoat, $20, 
$25, $^0 and 5^5 

Pipe Dreams 

Are always pleasant when Pre- 
eminent Clippings from Garnier's 
Pre-eminent Cigars are in the 
bowl. 1 have just received a 
fresh lot. They contain no dnig.s 
and are free from stems and dirt. 
They are carefully put up in five 
cent' packages, convenient to 
carr>' in the pocket. If you have 
never tried them, you will find 
them superior to other clippings 
and a very pleasing pipe smoke. 

New Gloves 

Silk and Suede Lisle. 

The new shades suggest the 
Spring, as they ought. Bright, 
soft colorings to match the new 
dress materials. 

Some very tasteful effects, too, 
in white or pongee with colored 

Altogether a pretty display for 
beauty-loving women to see: 
Kayser Silk Gloves, in all the 
new Spring shades and the old 
favorites that are always correct, 
at 50c, 75c and Si a pair. 

In pongee, stitched with green, 
brown, navy blue or violet, at 
Si a pair. 

No. 559 

25c. Measuring 
Glass, 9c. 

Something every housekeeper 
should have. Needed many times 
a day. 

A measuring glass made of 
clear glass. Can be used for 
liquid or pound measurements, 7 
inches tall. 

Offered to-morrow only for 9c. 

No. 500 

Spring Overcoats 

For general use and for all 
round utility and acceptability the 
medium length Spring Overcoat 
has no superior. 

Conservative and dignified in 
cut, but with plenty of style - 
Short enough for ease in walking; 
long enough to cover any coat. 

Appropriate at any time; in any 
place; and for any age. In Ox- 
ford and black, $15 to ^35. 

Silk Suits, $10.00 

You -so often find advertising 
promises more than stores per- 
furm that you likely often doubt 
the inducement in a modest, mod- 
erate statement. 

In that you may be wrong, but 
we shan't go into hysterics to 
convince vou. 

You will find it all out in time 
—maybe too late for the particu- thins: that may interest vou— 
hut vou'U find it out— and tlien it 
will do vou good ever after. 

And do tiie store more good 
than e.\travagant overstatement. 
Instance :— We made (for us) a 
rather strong statement of Plain 
Black and" Colored and Neat 
Novelty Taffeta Silk Shirt Waist 
Suits at $10.00. 

They're out on the racks now 
where we can see them better. 

They are far, far better than 
the advertisement even intimated. 

No. 502 

Women's Hats 

at $5. $6 and $7 

Trimmed. It is really remark- 
z.ble— the splendid value tint is 
represented in these Trimmed 
H,its for Women. 

They are reproductions of the 
late-^t Parisian models. And they 
look it. The materials are fine— 
the workmanship the best— the 
styles the newest. 

Turbans, polos, flares. Wings, 

Worthy nf particular mention 
are the Lingerie Hats, the nov- 
elty shaped straws — and the 
pretty bluets and new greens. 

$5, $b and %-j each. 

No. 503 

Lettuce Salad 

is much move enjoyable when 
made with our Lucca Olive Oil. 
Nu other oil gives the same rich 
and delicious flavor. We import 
our oil direct, and can recom- 
mend it as being of superior 

Sold in S oz. and i6 oz. bottles. 

For sale only by 

No. 504 

The Little Cost of 
Lovely Kimonos 

Japanese-y, comfortable, grace- 
ful, flowing, light and beautiful 
and cool. Of printed crepe, plain 
albatross, fancy challis, or silk in 
solid colors or covered with a 
pattern of great flowers. 

All have borders of contrasting 
silk and are shirred in a pretty 
yoke effect. 

Unusually low prices : 

Of Cotton Crepe, $1.50, 5i.7S. 
$2 each. 

Of Silk, at $5 each. 

Of Challis or Albatross, at ?5 
and ^-^-■=^'-^ each. 

No. 505 


. it the ever-popular Daybreak 
variety, are bargain-priced with 
me this week. I'm selling 12 for 
35c. this week; every blossom a 
big and beautiful one, and sent 
fresh from plant to buyer. 

Our Methods with 
Oriental Rugs 

It would startle the crafty deal- 
ers of the East to see a great stock 
of Oriental Rugs and the price of 
every piece marked in plain fig- 

Perhaps you needn't cross the 
ocean to find other dealers who 
would stare in astonishment to 
see such a thing. It isn't the way 
Oriental Rugs are usually han- 
dled. But it's just that way that 
has lifted our Oriental Rug busi- 
ness from a very modest to one of 
the greatest in the South. 

Oriental Rugs as a rule come to 
tliis country in great bales. Then 
tliey are sorted by people who 
knovv every feature of value about 
them. The commoner kinds and 
the poorei qualities—any Rug that 
is below grade- is tossed aside for 
auction sale, and even then the 
prices are generally limited. If 
you are not wise in these things 
you may be most woefully deceived 
by buying at random. 

"We'handle Oriental Rugs as we 
handle any other merchandise. 
Buying in the very heart of the 
home of these art treasures we 
secure the least possible price and 
sell them correspondingly. 

No Atlantian need go to New 
York to see a first-class assort- 
ment of Oriental Rugs. Precisely 
that is what may be seen here— 
and prices have taken an extra 
tempting turn, for every one of 
them has been reduced. 

No. 507 

Tailor-Made Suits 
For Girls — at %20 

A newcomer to our already ex- 
tensive assortment of Tailor-made 
Suits for girls of 14 to iS years. 

These new Spring Suits are 
made of imported fabrics— refined, 
mannish. And exquisitely tail- 
ored. Distinctive, well-bred, 
gentlewomanly suits — these. 

Double-breasted, fitted coat; 
coUarless effect, with trimming of 
braid. Lined with taffeta silk. 
Plaited skirt. 

?2o-worth, conservatively, 

No. 568 

The Union 
Savings Bank 

Frick Building, Pittsburg. 

" Money, Hke fire, is an excel- 
lent servant, but a terrible mas- 

Thrift Series. 

'• Provided he has some ability 
and good sense to start with, is 
thrifty and honest, there is no rea- 
son why any young man should 
not attain so-called success."— 
Philip D. Armour. 

This bank encourages thrift by 
paying 4 per cent, comjiound in- 

No. 569 

Flowered Ribbons 

Beautiful Ribbons for sashes 
and trimmings, in an alloyer de- 
sign on white grounds with col- 
ored edges of light blue, tur- 
quoise, pink, mais, violet and 

3^4 in. wide. Very handsome. 
At 25c. a yard, worth one-third 

We Want You to 
See the $4 Shoes 

Women's shoes at $4 are not 
lUKommon. Such shoes as these 
for $4 have never before been 
seen. We have covered every 
point of comfort and utility, se- 
cured every grace of style. You 
can pay any price you like, but 
you cannot outdo these shoes in 
style and workmanship. 

Another point— there are 35 dis- 
tinct designs to select from. You 
can choose whatever leather you 
like best,— vici kid, box calf, 
Velour calf dull chrome kid, 
Ideal patent kid, French enamel. 
All the correct toe styles and heel 
shapes are included in the line, of 

We want to emphasize one 
style in particular— made of vici 
kid. laced or buttoned, medium 
round toe, kid top, light weight, 
welted sole, extension edge, mili- 
tary heel ; very dressy. Price 



Waist Patterns 

Hardaneer Embioidei-y. The 
rich, dignified stvle tliat happened 
in N'ordland— Norway, Denmark 
and Sweden originated it. But 
America has followed close. 

No more excellent example can 
be found than these handsome 
Handmade Patterns— allover em- 
broidered front, collars and cuffs, 
with zH yards of plain material. 

a very moderate cost for hand- 
embroidery. Material is canvas 
weave, made in England. 

Xo. 573 

$2 Straw Hats 
at 50 Cents 

Hasn't been a very good season 
for straws — too little straw- 
weather. Fortunately our stock 
is more choice than large— we will 
not have to accept a very great 
loss to close out all we have left. 

Not going to waste much time 
nor effort— going to give you your 
choice of any hat in the house at 
50c. Some sold regularly at $i .00, 
some at $1.50, $2.ooupto J3.00. 
It makes no difference now what 
they are worth— pay us 50c. and 
you will be directed to the stock 
and allowed to make your own 

You can now afford a straw 
whether you really need one or 
not. Better hurry. 

No. 5~3 

The "Cecil" at $3 

In our Men's Hat Store to-day, 
we submit the "Cecil"— the latest 
Wanamaker Hat for Spring. 

Neither conservative nor ultra 
— a happy mean. There's some- 
tliing elusive about it. It has 
style, and it has an uncommon 
appearance, It gives distinction 
to tlie wearer. 

The "Cecil" has a personality. 
The brim is a variation of the 
D'Orsay curl, rather flat-set. All 
crown-heights, and brim-widths. 

For young men . for men not so 
young, and for men not so old. 

The "Cecil"— $3 each. 



No. 574 

No. 583 

What We Do 

We gjind and hone Razors for 
the same price that others ask for 
honing alone. 

We grind Shears, Scissors. 
Knives, Axes. Sickles, Scythes, 
and all edge tools. 

We fix Knives and Forks so 
they won't pull out from the han- 

We put on Razor Handles. 
15 cents. 

We mend Umbrellas and repair 

We do Brass Work, Forging, 
Brazing, and all kinds of Bicycle 

We vulca:iize Sulky and Bicycle 
Tires when punctured, and make 
them as good as new. 

We re-steel and point Picks ; 
we sharpen Drills. 

We want your business ; we 
deserve it ; we'll work for it. 

F. A. StroLit has charge of our 
machine shop. He's the riglit 
man in the right place. 

We're still running our fully 
equipped shoe repair factory at 
this place. 

Smart New 
Covert Coats 
at $10 

The price is an insignificant 
one, and yet. by reason of the 
enormous orders we give this 
manufacturer, we were able to se- 
cure coats of the style and char- 
acter fully equal to the garments 
selling ordinarily for twice their 

The secret of the beauty of the 
Coats is that we secured the 
model from one of the famous 
English tailors in the Rue Scribe, 
Paris; but by making the coats in 
unusually large quantities, we 
have been able to get the price 
down to this low point without 
sacrificing the beauty of the effect. 

It is one of the best coat offer- 
ings we have ever made. Jio. 

Bank by Mail 

We have a patented system of 
conducting the business of bank- 
ing by mail, applicable to both 
savings and checking account.s. 
It is easier and simpler to bank 
with us by mail than to go to a 
bank in person. By our system 
your account is automatically 
checked and you have a complete 
statement each time you deposit 
or draw money. Vour account 
in our bank i.s not subject to the 
examination of your tax assessor. 

4 per cent, on savings deposits. 
2J4 per cent, on checking ac- 

Cutaway Suits 
For Men 

These smart suits are made of 
fine, new fabrics, in neat worsted 
effects, including gray diagonals 
and checks. They are the 
stylish walking suits that the 
well-dressed man can wear. They 
are made up in faultless fashion. 
Prices ;f25 to 1^35 a suit. 

We are also showing a fine as- 
sortment of double-breasted Sack 
Suijs of stylish worsteds, at $18 
to $2$ a suit. 

A Great Display 
of Check Suitings 

It is a season of Check Suitings 
— both Shepherd and Fancy 
Checks. We knew it was going 
to be. Expert attention for many 
years gives us a sort of prophetic 
power. And we arranged vast 
purchases before the price of wool 
began to rise. 

Result — tke tnosi varied and 
exhaustiz'e shtnving 0/ Check 
Suitings under one roof any- 
ivhere; and at the io-west prices. 

Shepherd's Check Suitings, at 
50c. to $1 a yard, 

Check Suitings in Panama 
weave, 50c. to $1.25 a yard. 

Check Mohair .Suitings, fancy 
effects, Sgc. to $1.50 a yard. 

All the approved and novel 
styles and colors. 

Your Vacation Is 
Coming ? 

What will you do with your 
siKerware, jewelry and other' val- 
uables when you go away .'' 

Why not leave them with us for 
safe keeping? 

We rent Safe Deposit Boxes 
f(ir ^4 per year and up. 

Trunks and packages stored at 
reasonable rales. 

Girls* Covert 

$6, worth $8.50. 

First, they are of covert cloth. 
And covert will be worn this sea- 
son by girls as well as women. 
And it will be worn largely. 
Splendid material, and service- 
able withal — it well deserves its 

Then, there are stylish Jackets, 
shapely, handsomely made. 

Collarless effect, with trimming 
of braid. Double-breasted front, 
fitted back with stitched straps. 
Lined with satin. 

For girls of 14 to 18 years. $6, 
worth ;jS.5o. 

A Pineapple 

Fine, sound, ripe pineapples, 
easily worth loc. each, special 
Friday and Saturday, 7c. each, 
75c. dozen. Get them for can- 
ning while this low price prevails. 

iSc. a dozen for nice juicy 
lemons is another Friday and 
Saturday special. 

Carnation Plants 
Three for loc. 

Tlicse Carnations have been 
properly started, and are all ready 
to set out, for bloom in a few 
weeks. There arc three plants in 
a bundle, assorted as follows : 

Mrs, Thomas I.awson, pink ; 
American, red; Quetn Louise, 
while. Three for icc. 

Hair Mattresses 

The best hair is from the wild 
horses of South America and 
Mexico, and comes to this coun- 
try in huge bales. 

It is picked apart, cleaned and 
made into any kind of ticking you 

The longest hair is best — and 
black is better than white — it's 
just as clean and hasn't had the 
life taken out of it by bleaching- 

The mixer hair is shorter horse 
hair mixed with other sorts — just 
as clean, perhaps just as comfort- 
able as the other, but doesn't 
wear so long without doing over. 

But after all, it depends on your 
need — if you want it for long, pay 
as much as you can; if for the 
present the cheaper will do. We 
have them for critics up to 545. 

We'll make the kinds specified 
below to your order, and will send 
a man to your home to take 
measurements, if you live inside 
the city. 

Twelve grades of hair; 30 pat- 
terns of ticking; three styles of 
making, one or two lengths. 

Buymg a lot of good hair at less 
than usual, permits the price 
saving in the mattresses. 

?i5 for the "Queen Louise," 
weighing 40 pounds, and filled 
with pure horse hair. 

$18 for a better quality of hair. 

522 for a still better one. 

S26 buys the best black hair. 

?2S is asked for the best white 

Remnants of 
White Waistinofs 


Many of our lines of figured 
and plain goods have become 
broken— the result is this offer- 

Absolutely new goods this sea- 
son. Perhaps a little mussed or 
soiled on the edge from handling. 

At one-third off the regular 

Wear Spex ? 

or think you need them? 

Our New Optical Department 
is in charge of an experienced 
scientific optician, who will ex- 
amine your eyes free of charge 
and advise you as to the course to 
jtursue — whether to get glasses or 
not, or give your eyes a rest, or 
undergo treatment. 

We don't treat eyes — just test 
them and fit glasses when needed. 

Nose Glasses, 55c to the finest, 
all under usual prices. 

Spectacles, 40c. up. 

Gold Filled Eye Glasses, $1.75. 

Solid (iold, ?3.5o. 

Don't wear uncomfortable de- 
vices that hurt or won't stay tm. 
when there's so many sorts to 
choose from — and surely one that 
fits your nose right. 

Comfor and security without 

Spring Tonic 
Now in Order 

Now is the time to take meas- 
ures against blood disorders. 

Use Patton's Sarsaparilla Com- 
pound, the best blood purifier and 
spring tonic extant. 

Sample bottle free. 

City Drug Store. 

Save $10 on 
Your Overcoat 

The difference between S25 and 
the price a merchant tailur must 
charge you for this kind of suit or 
overcoat, you can credit to the 
account of your common sense- 
it's Sio certainly, probably $15. 

Go over these garments point 
by point— the material, the stylish 
lines, the "lay" of the collar, 
the careful stitching, the excelU-tit 
lining -and you'll decide to save 
that amount tliis Easter. 

At this price we offer 1,000 
suits and overcoats — suits in fine 
plain grays, checks and stripes, 
blue serges and black thibets, in 
straight front single or double- 
breasted models— topcoats in cov- 
erts or fancy cheviots and crav- 
enettes in plain gray and neat 

Choice $25. 

Make Your Home 
More Attractive 

Nothing will do it so well or so 
cheaply as tasteful Pictures nicely 
framed, and they need not be ex- 
pensive either. The right kind of 

add much to the attractiveness of 
the Picture. We always study to 
give the right kind suitable for 
each subject, and do tlie work at 
the lowest possible price. 

A Breakfast 
You'll Relish 

While tlie family is away break- 
fast with us. You'll enjoy tlie 
change and enjoy the food. 

Club Breakfasts, 25c. 30c 
and 35c. 


Kitchen Range, Hoi-Air Fur- 
nace, Hot-Water Heater. 

Good for 50c. 

This coupon and $4.50 will en- 
title the hearer to one ton best 
tjuality lump coal. Most eco- 
niimical, and will give more heat 
than any other kind of coal. No 
dirt, slate, clinkers — no ashes. 
Suitable for latrol)cs. 

4559 Died 


Family Provision 

Here in Allegheny County— an 
unusually ricli community — out of 
5,164 adults who died last year, 
only 230 left estates of more ih.m 
?i, 000, and 4559 left no estate at 

This is a strong argument in 
f.iviir of Life Assunince, for in no 
(itliL-r way can the average man 
m.ike adequate provision for his 

An Equitable Policy, in event 
of your death, assures immediate 
means for your family or for the 
protection of your business inter- 
ests and makes sure provision for 
you. own later years if you live. 



No. 593 

No. 597 

No. 607 

Hand and Glove 
With Fashion 

Women's Gloves. The new- 
shades to matcli the favored dress 
go<.ds : 

Princess ^^ay Glace Two-clasp 
Gloves, in all the new shades of 
lan, mode, beaver, mahogany, 
gray, blown, navy blue, reseda, 
black and while. #i a pair. 

Princess IM.^y Suede Gloves, 
tliree-clasp, in all the new Spring 
shades, and black and white. $i 
a pair. 

Elbow-length Silk Gloves, in 
blue, pink, red, tan, mode, Nile 
green, black and white. $i a p;\ir. 

The new Kayser Double- 
tipped Silk Gloves, in all the new 
street shades, and black and 
white. 50C., 75c., $1 a pair. 

No. 593 

A Good Time 
To Buy a Good 

I have just received a lot of 
new Watches which are worth 
your seeing — probably the most 
interesting assortment that ever 
came to Clark. 

I never saw handsomer styles; 
and as I bought them at a dis- 
count for cash, I mean to sell 
them at pleasing prices. If you 
need a watch 1 can fit your taste 
and your purse right now. 

Come in and talk it over. 


No. 594 

Smart Shoes 

for the Smart Set 

A snappy, distinctive shape for 
dress wear, wliicli appeals to all 
careful dressers; drop toe— flat 
last; patent leather, black and 
tan Russia; price five dollars. 

No. 595 

All Wool Serge 
At 75c. Worth $1 

Every manufacturer of serge 
seeks to secure the Clay weave 
which made this English maker 
famous in the production of men's 

One of the concerns that is 
most nearly successful in securing 
the weave and wearing qualities 
of this famous serge, made this 
particular lot whicn we are now 
selling at 75c. a yard. 

These serges are 46 inches wide , 
in three shades of .lavy blue, four 
shades of brown, and black. It 
is regular $1 quality, but a favor- 
able purchase enables us to sell it 
at 75c. a yard. 

Stop That Wheeze 

It's killing you. Perhaps you'll 
smile at that unless you have a 
bad case of Asthma. But Asth- 
ma is but a forerunner of con- 
sumption unless it's stopped. 
Potter's Asthma Cure is a scien- 
tific combination of remedies that 
never fail to produce relief. 

Price 2SC. 

The Sarnoff Hat 

After ".April showers" leave 
them blacker than ever. 

After tlie warm sun of early 
Spring show up the Browns in all 
t li e i r shimmering shades of 

Then ynu realize, that not only 
is a Sarnoff Hat vastly superior 
as to smartness and style, but, 
that it is absolutely equal in qual- 
ity to the " agency" hats for 
which you are asked to pay from 
a dollar ctr two more. 

The Hat for every man. $2. 

No. 598 

Don't Disturb 

An extension set at your elbow 
will save you jumping up and 
down to answer the telephone — 
one dollar a month on most 
classes of service — ask about it. 

No. 599 

Pine Pole Kitchen 

The unprecedented success of 
the Pine Pole Kitchen as a 
medium for the serving of open- 
air meals, lunclies, ice cream and 
cake, convinces that we are filling 
a long-felt want. 

The fact that hosts of people 
have already partaken of our 
dainty lunches, amid nature's 
most beautif-il environs, speaks 
more eloquently than words, that 
this is an ideal spot for those 
seeking a day's outing, away from 
the turmoil and dust of the city, 
or for those seeking a change 
from the monotonous routine of 
a hotel or boarding house. 

Special arrangements made for 
serving hotel parties. 

No. 600 

Checked Mohair 

Outline checks and solid checks 
are having a close race. The last 
were always pets until late this 
spring, but now some people have 
the idea that outline checks look 
lighter and cooler and the trouble 
is on. 

Blue-and-green checks are very 
fashionable. In most of the others 
there is some white, which stands 
like a policeman to separate the 
blocks of blue, brown, black, 
green or gray. 

50c. to $1.50 a yard. Put into 
suits or gowns they are as quiet 
and distinguished, yet have as 
much swing as a woman can want. 

Some Home Bar- 
gains in George- 
town for Thrifty 
Colored People 

S200 cash — balance monthly 
will buy any one of these homes: 

1513 26th St., water and sewer- 
age, Si, too. 3315 R- St., 6 rooms, 
for $1,500. 1S12 34th St., water 
and sewerage, Si. 300. 1606 33d 
St., brick $1,600. 3207 Grace st., 
7r., water and sewerage, ^1.500. 
3230 Grace st., 6 rooms $1,300. 

Stained Hands 

resulting from exposure to fruit 
acids vvjien preserving, canning, 
etc., mav be avoided by wearing 
"AGN()TA" Rubber Gloves. 
Once used always worn by ho ise- 
workers who desire beautiful 
hands. Price, per pair, $t. 
Rubber Bath Mats, $1.35. 

Saving Softens 
the Pillow 

There is better sleep by night 
and better cheer by day in tlie 
family whose head has a savings 

We receive savings deposits, 
we assure saving people a pleas- 
ant reception, and we pay them 
3 per cent. 

No. 604 

Model Homes 
on Monthly 

We build according to your 
own plan. Fifty plans furnished 
free. We give a warranty deed 
and take an installment mortgage 
on easy monthly payments. 
Prizes given for prettiest yard. 
Flowers, lights, special police 
protection furnished free. Lots 
in best part of city with every 
improvement and good neighbors 

Men's Topcoats 
for Easter 

If it's cold— and it seems likely 
to be— a topcoat will be a neces- 
sity. Be ready for emergencies. 
Cool or not, topcoats will be worn 
on Sunday Get in style for pres- 
ent wear. You'll want the coat 
for vacation time, anyway. 

Fine variety for men of correct 
dress ideas. 

SS.50 to $25. 

Raincoats same prices. 

No. GOG 

Sale of 

Men's Trousers 

This offering is broad enough 
to meet the wishes of practically 
every man wlio wants to freshen 
up his summer suit with a new 
pair of trousers. If you have a 
black or blue serge or thibet 
suit, here are trousers to go with 
them in the same fabrics. And 
if you wish a variety, here are 
striped worsted trousers, as well 
as the light-colored outing 
trousers. All are very materially 
reduced in price to-day. There 
are ample quantities, making good 
variety to choose from. Inese 
three groups : 

Two hundred pairs of Men s 
Striped Worsted Trousers, our 
regular Ss kinds, at $3.50 a pair. 

Two hundred pairs of Black 
and Blue Thibet and Serge 
Trousers, left over from suits; a 
good $5 value, at $2.50 a pair. 

Men's Outing Trousers of light- 
colored homespuns; ^4 and $$ 
kinds, at #3.50 a pair. 

To Whom It 
May Concern 

Know ye, that by the Payment 
of Three Hundred and Seventy- 
Five Dollars {;J375) and in com- 
pliance with the laws of tlie State 
of Ohio and City of Youngstown, 
I am permitted to retail intoxi- 
cating liquors at my place, 114 
East Federal Street. To the 
wife who has a drunkard for a 
husband, or a friend who is un- 
fortunately dissipated, I say em- 
phatically, give me notice in per- 
son of such case, or cases, in 
which you are interested, and all 
such shall be excluded from 
drinking at my bar. Let mothers, 
fathers, sisters and brothers do 
likewise and their requests shall 
be regarded. I pay a heavy tax 
for the privilege of selling liquors, 
and want it distmctly understood 
that we have no desire to sell to 
drunkards or minors, or to the 
poor or destitute. I prefer that 
they save their money and put it 
where it will do the most good to 
their families. There are men of 
honor and men of money who can 
afford it, and it is with these I 
desire to trade. I would say to 
those who wish to trade with me, 
and can afford it, come and you 
will be treated in a courteous and 
gentlemanly manner, and furnish- 
ed the purest of liquors. 

No. G08 

Soft Shell 


Served in our own excellent 
style on warm, crisp toast, with 
the celebrated tartare sauce ; a 
dish to tempt any one and fit for 
a king. 

Fifty cents a portion of three 
crabs, any day. 

No. G09 

Good Milk 
and Cream are delightfully 





Hot Weather 

Healthful and nutritious, too, and 
verv cheap considering their high 
fuod value. But they must be 
good and above suspicion. 

PURITY products meet every 
condition. They are enjoyed by 
every member of the family. A 
meal is not complete without 
them. Call the PURITY wagon 
or 'phone the dairy, 712J. 

No. 610 

Ironing Day 

That's the day the Gas Range 
proves its superiority ! Ironing 
isn't half the work, with no red- 
hot stove, no overheated kitchen. 

A single gas flame heats three 
irons with small expense and 
great comfort, if you use the No. 
2 Sad Iron Heater sold by dealers 
and by this Company. Price 30c. 

Single Oven Ranges, S9.75' 
$10.50. Double Oven Ranges, 
S12.50 and up. Independent 
Water Heaters, $6.75 and up. 

Connected free along the Imes 
of our mains. 

For sale by dealers and by 



No. 611 

Strange how some people keep 
on putting their money in specu- 

And it's money they've worked 
hard for, too, and taken time to 

Far better had they bought 
^ood Cias Bonds — money safe and 
income sure. 

We'd like to tell you why. 

No. 61S 

Let Us do 
Your Papering 

Many of our customers are those 
who have been accustomed to pay- 
ing fancy prices for their work. 
Now it is different. They pay a 
price that is within the reach of 
all, and at the same time get more 

Why not be numbered with our 
contented customers ? 

No. 613 

Our Trunk Store 

It's a store — not a side issue. 
It's a store that does so mucli 
business that it demands the 
nuist careful consideration and 
care from our buyers. 

You can't buy a shoddy trunk 
here — none here to sell. We 
liave cheap trunks — as little priced 
as ?2.75 — but they are not shoddy. 

'I'lie best low-priced trunk you 
will find anywhere is here. It's 
our "Detroit Special" — costs you 
from $5 to ?7.5o — cost depends 
on how large or small a size you 
need. It is linen lined inside — 
canvas outside with enough bands 
to make it reliable — has two 
heavy leather straps and the locks 
and bumpers are of brass. 

This "Detroit" is but an in- 
stance. We have as good as you 
will want — anywhere in price up 
to S^o each. 

(iood selection of steamer 
trunks— §3 to $15. We can cite 
you to many trunks from here 
that have toured Europe and 
conie home as sound as when they 

We have a three-quarter size 
trunk that is popular. It is larger 
than a steamer — not so large as a 
regular trunk. Prices ^y-jo to 
^15. Exactly suited to the needs 
of many. 

No. 014 

White Lead 

While Lead is an easy mark for 
the adulterator. 

Your protection lies in the brand 
on the keg. 

" Red Seal" is 100 per cent 
pure. Buy it yourself or insist 
upon your [>ainter using it. 

Sold by all reputable dealers. 


The general prevalence of 
Dysentery or summer complaint 
has created an enormous demand 
for that best of all remedies — 
Chas. Kraemer's Ca I if or n i,i 
Klackberrv Brandy. 

A useful and wholesome astrin- 
gent tliat is prescnbed with great 
success by Washington's leading 
pliysicians. It is Absoluttlv Pure. 
40c. pt., 75c qt. 

Spring Suits and 
for Men 

Ready for senice. 

$15, J2o. $25. 

Ihe greatest factor in the devel- 
opementofa busines.s is compe- 
tition with i/sc//'-~lhe constant 
exertion of all its power and 
strength to raise its standard. 
With what we have done we are 
content, ever, but satisfied, never. 
If we were, our new series of 
Spring Suits and Top Coats at 
tifteen, twenty and twenty-five 
dollars would fail in its purpose. 
We are ready with quite a com- 
l)rehensive and diversified series 
of models, distinctive in character 
and style. 

Sack Suits — Single and dovible- 
breasted models, of worsteds, 
cheviots, twills, cassimeres, serges 
and thibets in both rough and 
smooth surface weaves, in all the 
new shades of gray and brown 
mixtures, self over-plaids and 
broken checks. ^15, $20. 525. 

Top Coats — In the new 32, 34, 
41 and extreme box models, pad- 
docks, paletots and tourist coats 
of covert, whipcords, twills and 
cheviot in the ver>' shades and 
designs with which the exclusive 
tailor-men pride themselves. ?i5, 
%2o, S25, 

Soft and Cotton 
Top Mattresses, 

%2 to $5 

Not Mattresses carelessly made. 
Not filled wiih trash, but made 
the best we know how. r>urable 
ticking. Clean filling inside where 
you can't see. Filled and tufted 
and bound just as they should he. 
Come and let us show you how 
good a mattress can be for $2 to ^5. 

'* Wunderhoox " 
Make Shoes 
Easily Laced 

Women who have been jealous 
of the ease with which men could 
lace their shoes, are able to-day 
to share this comfort. The hooks 
used on men's shoes have been 
found impracticable for women's 
shoes, because the skirts are con- 
stantly catching in them. The 
inventor of "Wunderhoox" has 
overcome this difficulty, and pro- 
duced hooks in which the laces 
provide a perfect fender for the 
skirts, making it impossible for 
ilicm to catch in the liooks. 


ce in a 



(luring six months out of every 
year it is safe to predict that in 
this locality the Kasl and West 
Winds will " trip the light fantas- 
tic " to the accompaniment of all 
things movable and many that 
would supposedly "stand tied. " 
One thin^ we know will not join 
in the spirit of the occasion, and 
dnes not begin to get busy until 
the music has ceased, and that is 
a Tornado Policy in the Spring- 
field Fire and Marine, the first 
company to write this class of risk 
and the first to offer suffering 
liiiniaTiity a means of replacing 
■ the Old Home as it u.scd to be.'* 

No. 623 


Even now in the sleepy season, 
we're wideawake with clothing, 
furnishings, hats and shoes for 
men and boys alive to good things. 

For instance, we've collars in 
quarter sizes for tlie comfort uf 
that half of mankind whose necks 
don't grow in even half inch 

All popular brands. 

Talks By the Wise 
Little Man 

He says it is curious, when you 
think about it, how many plamly 
visible things we don't see till 
some other fellow has seen 'em, 
and how at least eleven men can 
develop aline brand of hindsight 
to the one whose foresiglit is 
alu'ays in working order. 

Applying this observation to his 
talks about real estate, the W. I.. 
M. says it ought to be so plain as 
to need no argument that long 
before the Pennsylvania Railroad 
finishes that North River-Cross 
Town-East River-Queens Bor- 
ough Tunnel system (next to tlie 
Panama Canal, the most wonder- 
ful project of modern times), there 
will be an increase in land values 
in the Eastwood section of Jama- 
ica such as to make dizzy those 
who with open eyes are now un- 
able to see. 

Could fill a column or more, he 
says, with sure enough reasons for 
his opinion that EASTWOOD is 
to-day absolutely the best real 
estate proposition either for homes 
or for investment that has ever 
been offered to New Yorkers. 
But advertising space is mighty 
expensive, and, of course, we 
can't get the Editor to tell our 
advertising story in the news col- 
umn — even though it's the best 
kind of news, all right. Hence, 
we've got to ask people to look at 
EASTWOOD for themselves or 
to send for the Little Book, 

Eastwood is restricted and has 
perfect macadam roads, cement 
walks, sewers, water, gas, electric 
lights, and beauty of location, till- 
ing every requirement of the most 
fastidious hcmeseeker. Above all 
is the supreme fact that Eastwood 
is soon going to be within 20 min- 
utes of that wonderful Manhattan 
Depot of the Pennsylvania Rail- 
road, which is now building west 
of Herald Square. Get a little 
foresight at work and think what 
all this means. 

No. 633 

We Rent 
New Pianos 

We are renting new pianos in 
many of the Ijest homes in this 

In renting a piano from us you ' 
have access to one of the largest 
slocks and greatest variety in this 
city from which to make a select- 

Yoj can rent a piano from us as 
cheaply as from those who cannot 
offer the advantage of this stock 
and variety. 

We make no charge for tuning 
rented pianos. We move the 
instrument one way free, and in 
tile event you conclude to buy the 
piano, or any other in our stork, 
we allow rent to apply on the pur- 
chase price. 

Splendid selections may Ix: hnd 

The Beauty of 
L. R. Corsets 

L. R. Corsets help the dress- 
maker, by accentuating all the 
best lines of the figure, and only 
the best lines. That is because of 
the peculiar pliancy that lets the 
corset adjust itself to you, without 
losing its own distinctive style. 

Makes the dress fit better. 
Makes the wearer more comfort- 
able — therefore more graceful. 
And wears well on acquaintance. 
New models for Spring — to suit 
all figures. 

At 5i — Handsome straight-front 
Corsets, for the average long- 
waist figure; made of fine batiste. 

At S2— Reliable, well-fitting, 
and most comfortable, giving free- 
dom to bust and hips ; made of 
white batiste. 


World's Fair 


They have rubber heels. 

Heretofore it was necessary' to 
buy oxfords with leather heels, 
detach them and attach the heel 
of rubber. 

A bright shoemaker said: 
" Why not put the rubber heel on 
when making the shoe?" Cer- 

Rather think we're the first to 
show rubber heels on oxfords 
from stock, and also rather think 
women will appreciate the fact. 

Rubber heeled shoes are highly 
favored by women of sloutish 
build, and there's no denying 
they are delightfully comfortable 
for any woman who tramps over- 

This oxford with rubber heel is 
made of dongola kid. with tip of 
same, neat full toe. medium 
weight, welted sole. Sizes 3 to 7, 
widths A to E. 

The price is $3-00. 

Art Squares, 
Under- Price 

Hundreds of housekeepei"s are 
thinking about the floors of Sum- 
mer houses, and will be glad to 
secure these attractive coverings, 
either to go directly on the floor 
or over a matting. 

They are woven in one solid 
piece, in a \-ariety of patterns, in 
sizes and prices as follows : 

2J4 X 3 yards, $3. 75, worth $5.75. 

3x3 yards. ?.|.5o, worth ^i.-;^. 

3x4 yards, 5t>, worth 5g. 

.^ X 5 yards, ?7.5o. worth $11.25. 

.( X 4 yards, 58, worth #12. 

4x5 yards, ;>io, worth 5i5. 

iVIso some other Squares, odd 
either in size or design, a third 
under- price. 

No. 6'iG 

Rubber Gloves for 
IVeserving, etc. 

$1 a pair. These gloves are a 
convenience and protectivin you'll 
appreciate, particularly wlien pre- 
serving, canning, gardening, etc 
They protect the iiands, prevent 
staining, etc. Durable and per- 
fect-fitting. 5i per pair. 

Ladies' Ilatliing Cips, 35c. up. 



Xo. 632 

Nf.. C37 

No. 641 


Sweet Potatoes 

Nice fat clumks that will uonk 
as yellnw as gold; serve with 
green corn, iced cucumbers and 
tomatoes and you won't miss 
meat at alL 

Oo cents the peck. 

Ahout the stove — No advance 
vet with the price of Meridale 
iDried Ueef. which in the midst of 
the greatest using time of the 
year, means doubling our usual 
sales, 30 cents the pound. 

Block Island Codhsh that are 
small, short, thick, white and 
meaty, 10 cents the pound. 

Good Painting 
and Decorating 

Commands admiration. 

It's a sign of economy and good 
judgment. We use only the best 
of paints for outside as well as in- 
side painting, and guarantee to put 
it on riglit. 

No matter if you have a palace 
or only an auto house, our work 
and prices will speak for them- 

Satisfying Beer 

It is a Beer with a "Want 
More" taste. 

One that you can adopt for 
home use with a feeling that it is 
the best. 

It don't cause biliousness like 
beers with less age and care in the 

Purity — why there's no purer 
beer made — can't be. 

Don't take a substitute, get F. 
K. X. L. 

N«>. fiSO 

Extra Markers 
To Fill In 

You may have had a death in 
your family since your ninnunit-nt 
was erected. It is your inlentinn 
to have a marker set and the in- 
scription placed on the memorial. 
Other things have prevented. 
You have failed to get at it. We 
can make a marker to match any 
monument with our Pneumatic 

We can do it at very small ex- 
pense. It perhaps will not cost 
as much as you anticipate. Wrile 
us a postal and we'll have some- 
one call to talk it over. 

Easter Eggs 

IOC to ;?i.5o. 

Gfind to look at. Better to eat. 
Couriers of joy to the little folks. 

We are prepared to ornament 
these Chocolate Eggs and other 
liaster chocolate novelties with 
ymirnameorany decoration you 
desire, without extm charge, while 
you wait. 

Also will fill and tie with prett>' 
ribbon, free of charge, all Easter 
novelties, if so desired. 

Cream and Jelly Eggs, for fill- 
ing, at 15c and 25c a pound. 

The Beer 
That Satisfies 

In the P.rewiug of Fehr's Beer 
ihc rich and nutty flavor of the 
ripe grain is singularly retained. 

This rarc-ly delightful tiavor, 
the rich amber color, and the glor- 
iuus, sparkling, snapping, creamy 
foam all please the eye and palate 
and dwell pleasantly in one's 
inenuiry. $1 pcrcaseof twodo/,tn. 

" I Know 
Nothing About a 
Refrigerator " 

Scores of women tell us that 
every day. 

Some refrigerator makers bank 
on this ignorance. 

Do not depend upon the name 
of a refrigerator, unless you know 
the record back of the name. 

The " Eddy " and " Puritan " 
refrigerators and ice chests have a 
selling record in this store reach- 
ing back 15 and 20 years ; in 
cliarge of them a man who can 
give you any refrigerator infor- 
mation you want. We do all we to give you honest, whole- 
home means of preserving food. 

Puritan refrigerators — 100 lbs. 
ice, $25 ; 40 lbs. ice, $14 ; 15° ^^s. 
ice, S2S.25 ; 50 lbs. iccj $16.75 5 
200 lbs. ice, $32.50. 

Puritan ice chests— 30 lbs. ice, 
$''.50; 100 lbs. ice, ^10,25 ; 50 lbs. 
ice, ?S; 150 lbs. ice, $12.75. 

Eddy ice chests — 50 lbs. ice, 
.f 11.25 ; 25 lbs. ice, $6 ■ 75 lbs. ice, 
$12.75; 35 lbs. ice, $8.50 ; loolbs. 
ice, Si4-5o; 40 lbs. ice, $10,25; 
150 lbs. ice, $17-50- 

No. 634 

Linen Suitings 

At iSc a yard, worth £$€. 

These attractive fabrics are 
woven in Ireland, and are in 
jiretty mixtures of colors and 

They are just the proper weight 
for Spring and Summer suitings, 
and will be most effective when 
made up with white braid. 

They are in mixtures of light 
blue, pink, green, red with white, 
30 and 36 inches wide. The reg- 
ular 25c quality at 18c a yard. 

This Is the Day 
For a Hammock 

There is nothing to hinder you 
from buying— the weather is rtglit 
—the prices are just what you ex- 
pect to pay — the patterns that vou 
will see are just what you ha\e 
always wished for. No line like 
ours, the Palmer Hammocks for 
;?7-5o, ,'i'7.oo. #''1.50, .S6.25and from 
that to as little, each, as $1.25. 

An Easter 
Derby, $: 

Your hat must be just as correct 
as the rest of your attire on 

Here's the very newest mode! — 
well up in the front rank of derby 

As for quality, it will pass mus- 
ter with any $3'hat in town. 

Easter Corsets 

Every woman owes it to herself 
to wear the right corset. This 
season, the fashionable corset, 
and the woman who wears il. 
iiave lx;en remodeled, or as tlu- 
dressmakers would say, have been 
taken in at some places and Id 
(lilt at others. The changes nu- 
small indeed: but having been 
made intelligently, have worked 

The waist is noticeably longer 
a-id is of smaller circumference, 
the bust is noticeably higher, and 
ih^ hips are more rounded. The 
straight front is maintained. 

The best of these new corsets, 
as a trial will prove to you. are 
the W. E. Nuform Corsets: ?i 
and Si. 50. 

No. 638 

Install the Light 
of Satisfaction 

There's no use illuminating your 
residence with an artificial light 
that throws out heat, making your 
rooms still warmer, and never 
giving an even light, nor by a 
light ^that throws out nauseating 
odor — use Electric Lights in eveiy 
room — the light of satisfaction — 
the light that once used, is always 

No. 639 

Odd Pairs of 
Lace Curtains 
Half Price 

This is an offering of Eace 
Curtains in one and two pairs of a 
kind. You will certainly find the 
style you wish among them, as all 
are perfectly correct and represent 
a great number of lines. Irish 
Point. Ruffled Bobbinet, Ruf- 
flijd Swiss. Cable Net, Arabian 
and Renaissance, together with a 
snlendid assortment of tine nov- 
elty curtains. 

Nevertheless, they are small 
lots— not over two pairs alike— 
wtiich we are always anxious to 
sell, as is manifest in the price 
to-day : One-half what they sell 
f r regularly. Former prices 
$1.50 to $10.00 pair; this sale 
75c. to $5.00 pair. 

Regular lines of Late Curtains 
also offer rare buying-chances 
this week. 

Oh, For 

A Surf Bath ! 

We have the things which make 
it jmssihle and practically biiiigs 
I he sea shore home to you, where 
• ou can enjoy the exhilarating 
Salt P.ath without leaving the 
litv. A 5 POUND BOX OF 

We also cairy bath tablets, 
bathing caps, bath and toilet 
joaps, hath brushes, bath mats, 
etc., and at prices about one-half 
what you have usually paid. Sec 
our window display of this line. 
l)on't forget that this is the only 
drug store'in the city that gives 
an automobile ticket with each 
50c. purchase. Our minute mes- 
senger service will carry your 
^ Killest order to any patt of the 
city without extra cost. 

Ask to See 
These To-day 

Ask to see the line of exquis- 
itely designed Crystal, Floral and 
( M)ld decorated Lemonade Sets we are offering at 75c. These 
srts consist of Pitcher, Six Glasses 
;ind Tray. 

Ask to see the cute and iiretty 
"Pig" Savings Banks. They 
will make the youngsters scream 
with delight and cost only 5c. and 
loc. each. 

Ask to see the line of Crystal 
Cologne Bottles which we are 
(.losing out for 6c. each. These 
are elaborate affairs, and have a 
pretty Filigree Silvered Top — 

we've sold them right along at 

25c. each. 

Ask to see the China Ice Cream 

THshes which are now going at 

40c. per set of six. These are 

beauties— Floral— Gold— and all 

that sort of thing. 

Ask to see the very new line of 

Umbrella Stands— they're going 

.IS low as $2> each. 

Who Pays 
For It? 

Ever notice when your coal bin 
is nearly empty what a lot of dirt 
iliere was when you got to the 
bottom of the coal ? Ever notice 
when coal was put into the bin 
what a lot x>i dirt there was on 
top of it? All counted in the 
" weigh." Ever think who pays 
for it? 

Moral — Buy " our coal " and 
keep the dirt out of the coal bin 
and more money in your own 
purse. Every lump of " our 
coal " is a lump of heat— no dirt, 
no waste. One trial makes a per- 
m a n e n t customer. Telephone 
(My-2. Prompt delivery. 


We've been so busy in our up- 
holstering department that we 
have not called it to your atten- 
tion during the spring months. 
We are cleaning up back orders 
and will be in a position to meet 
your needs promptly in the fu- 

It's our business to make your 
old furniture look like new, to be 
like new, or better, for many an 
old frame is better than the ones 
uiade nowadavs. 

We have an expert cabinet 
worker and finisher on antique 
iiirniture. How about your hair 
ni^ttresi? We will make it over 
and return the same day. Esti- 
mates flee. 

If This Catches 
Your Eye 

And you will spend ten minute; 
in our beautiful Plumbing and 
Lighting Show Rooms, " the 
nncstinthc Southwest," you will 
s;;e something vou never saw be- 
fore. Houston is progressing, 
and we are keeping upwiUi her 
lirogress. Don't take our word 
fur it. Come in and see. 

50 new stvles of Gas and Elec- 
tric Globes'just in. 15c. to 51.50. 

Five bath rooms complete. 

150 stvles of Lighting fix- 
tures. 50c. to $75- 3P" candle 
power Welsbach Gas Lights. 



No. 645 

Xo. 64i) 

Who Wins ? 

The race is not ahx-ays to the 
swift and discretion in financial 
matters is the better part of valor. 

Abnormally high rates of inter- 
est mean abnormally large risks — 

Safety is the first and greatest 

Ours is a National Bank with a 
savings department. Savings de- 
posited with us are absolutely se- 
cure — safer than they would be in 
any other place outside the Treas- 
ury at Washington. 

Every year we add 3 per cent, 
interest to your deposits. 

This 3 per cent., with absolute 
safety assured, represents the best 
form of investment in the world. 

Your savings should be placed 
with us without delay. If out of 
town, bank by mail. We will 
send you, free, full details of our 
method of banking. 

One dollar or more will open 
an account with us. 

Do it now. 

No. 646 


Cuss and 


a Fuss 

Life's too short— the remedy 
too cheap. An Extension Tele- 

phone is what you need- you can 
count by the hundreds the steps 
it'll save. 

You are a business man. It's 

a business 


$1.00 a 

Gas Toasters 

19 Cents To-night 

The latest improved and best 

fas toaster made. Nothing to 
reak, all steel. 

Will Toast 5 Slices at Once. 
Makes them nice and brown. 
Does it quickly. Produces the 
finest toast, the most of it and in 
the .shortest time. 

Can be used on Gas. Gasoline, 
or Rlue Flame Oil Stoves. 

It does excellent work on any 
of them. If you want one come 

If you cannot get one to-night 
we'll give you another chance on 
discount day. 

July 13 and 14, Wednesday and 

These toasters sell for 35 cents 
in many cities. We let you have 
them on these days at only 19 

A Great 

Little Smoke 

A smoke for the odd minutes, 
the short walk or the short wait; 
for all occasions, indoors or out, 
when there isn't time or inclina- 
tion for a full, heavy cigar. 

It differs from n ten-cent 
straight clear Havana cigar only 
in size. 

Every smoker recognizes the 
convenience and economy of tlie 
"short smoke." Few have found 
a short smnke that satisfies them. 
These "Minuets" both save an cl 
s;itisfy. They save more than 
their cost in half-smoked cigars 
and please even the most exact- 
ing, Havana-trained taste. 

10 for 25 cents. 

That You 
Can Swear By 

You will get much satisfaction 
this summer by having a ther- 
mometer near by that will tell 
you exactly how hot — or how cool 
It is. 

We have a complete assort- 
ment of thermometers in several 
styles, reliable ones that you can 
swear by. 

Some are designed especially 
for outdoor, others for indoor use. 
Some have a barometer attach- 
ment that warns you in advance 
of weather changes. 

Prices 25c. Upward. 

Business Suits 
at Popular Prices 

There is a smart, handsome 
character to our Clothing that 
.ippeals to every man who exam- 
ines it. Yet, with it all, the 
showing of suits at the popular 
jirices meets the wishes of the 
most economical men. Nowhere 
else can such style and character 
be secured in Men's Business 
Suits at our prices. 

At $15 — Single-breasted Sack 
Suits of fancy worsted ; in neat 
gray effects. The most service- 
able fabric made for business wear 

At $16.50 -Single-b r e a s te d 
Sack Suits of fancy worsteds and 
cheviots, in a large variety of pat- 

At $iS— Double and single- 
Iireasted Sack Suits of fancy 
worsteds and cheviots; stylish 
and serviceable. 

What Is Gas? 

It is not Air. 

It's ordinar>' Coal with the Dirt. 
Ashes and Smnke taken out by 
the Gas Company. 

It's Hard, Heavy Coal, the 
kind you pack up-stalrs in 
buckets, with the Weight and 
Work taken out. 

It's Coal, not delivered in your 
back yard, but delivered through 
a small pipe right into your Gas 
Range in the kitchen. 

It's Coal, which makes cooking 
a drudgery, with the Drudgery 
tnken out. 

It's refined Coal, with every- 
tliing taken out but the Heat, the 
one thing you want, and under 
your cooking, where vou want it. 

And more than that. Gas is 
Coal, with a part of the Price 
taken out. 

Such is Gas — the most unique 
cooking convenience of the 
Twentieth Century 

Are you wide awake to all its 

Open an Account 
With Us To-day 

The first step in business is tn 
m.ikc money, the second is to de- 
posit it where you don't have to 
worry abtuit it's safety. 

We point with pride to our 
assets, they're all clean and avail- 

Every legitimate Banking 
Courtesy we extend to our de- 

Your account we solicit. 

No Fuss 
No Fuming 

and no mosquitoes with the Dixie 
Bar Frame. When you let the 
Dixie down it stays there. You 
don't wake up with the bar twist- 
ed between your toes and the 
mosquitoes getting in their work. 
It's the only bar frame that gives 
entire satisfiiction. ?i.3o. 

Stetson's Hats 
For Men 

His hobby is the flexible con- 
forming derby. Those who have 
known its comfort never wonder 
why. Those who haven't we 
would have know that it is the 
the lightest derby made and will 
of its own accord conform to any 
shaped head. $3 50. 

The cleverest hat which Stetson 
has designed is a high crown , flat 
brim derby for young men. Black 
or cedar. Ours exclusively, ?3-5o. 

Stetson won his spurs with his 
soft hats- We never knew a hat- 
man who could make a soft hat 
as soft as Stetson's. 

Conservative Alpine and rakish 
models in nutria, tan, brown, 
pearl or black. $3.50 to $12.00. 

Take a Kodak 
Along; Bring Your 
Outing Home 

Kodaks for vacations; for 
single-day or half-day outings; 
the most compact and convenient 
of cameras. 

Folding kodaks, §6 to ^65. 

Brownie Cameras, $1 and $2. 

No. 2 bull's-eye, $8. 

He Who Saves 
Is He Who Wins 

He will be ready when oppor- 
tunity offers or trouble comes, 
wiiile the other man will have 
nothing with which to work or 
protect himself. 

The greatest help known to 
savings depositors in this stat-" is 
our home savings bank and tiie 
interest we pay on all deposits. 
4% percent. ($1 opens an ac- 

No. 0.-.7 

Carpets Really 

Not simply a small part of the 
dust jioundftl out, but thoroughly 
renovated and made clean and 
sweet. No one can do such work 
as we do with any kind of a car- 
pet beater in the back yard. Our 
work is perfect, and is so ac- 
knowledged by all who have 
given us a trial Let us scikI our 
wagon to your house and carry 
your carpets away. We'll bring 
tlu-Mi back in fine condition. 

We also weave carpets to order 
and make rugs out of old carpets, 
rugs of any size, and which are 
most serviceable. 

Porch Weather — 

take time to enjoy it. An after 
dinner nap or a placid summer 
evening in one of our big, wide- 
armed rockers brings rest to mind 
and body. 

Still Some of those close-woven 
rattan chairs with polished maple 
frames. Beauties! the porch 
rocker at its best, $2. ?3, ?3.5o. 
Reed rockers in a dozen graceful 
shapes, turned out in the famous 
Wakefield style, $1.75 to $S, 

Two chair maple swings. Sf>.oo. 
Adjustable — ready for a nap or a 

We're fixed for hot weather. 

Atl- V.Kl? 

Fur Storage 

There is great risk in attempt- 
ing to care for fur garments at 
home. Not only the moths, hut 
fire, dust and burglars are to be 

We protect you from all these 
dangers, and the storage cost is 
small. A postal card request will 
bring our wagon to relieve you of 
the responsibility for the Sum- 

Pay a Little At 
A Time 

Don 't put the wedding off; 
don't wait to get rich. 

Many of the happiest homes in 
Elizabeth are now being paid for 
on our little-at-a-time payment 

Leap year wedding couples are 
urged to come and talk it over. 
Special inducements for com- 
plete outfits. 

Figure it out this way: 

?5o worth of furniture, #5 down. 
Si a week. ?ioo worth of furni- 
ture, 5io down. SI150 worth of 
furniture. ;?i5 dowTi. 

The cost to furnish three r<)oms 
^'"h four rooms ^5, five rooms 

Makes No Differ- 
ence to the Blind 

what we say about matters optic- 
al, but how about yours«lf ? 

No use in going blind if appro- 
priate glasses secured now will 
save your sight. Concerned about 
your eyes? See us and see longer. 
Kye aids of every description at 
your service here. 

53 00 glasses for $ t .00. 

Eves examined free. 

Shoes YouMl Like 

You'll like them for smart 
looks first; you'll like thcni as 
long as you wear them, for the 
way they keep their good looks. 
You'll like the long wear you get 
out of them, and, of course, you'll 
like the easy prices. 

Men's shoes at ;?2.5o. 

As pood as the average $^.50 
shoe; in fact, is the usual 53-50 
shoe of other stores. Your choice 
of half a dozen kinds to choose 
from in the shapes that fit the 
loot and the eye. 



No. (iT3 

No. fi78 

Belle Mead 

It will make yorr moiitli water 
to lift the cover from a box ami 
see how daintily they are assorted 
and packed. 

We guarantee every ounce to W 
absolutely pure. ^iake it ymir 
next order fur candy. 

A Tailor 

Can do very little Tailoring, 
and yet be called a tailor, even 
called a good tailor. 

He can take a lot of measure- 
ments (some of them for effect) ; 
then, when you're gone, he'll get 
out his regular patterns (ready- 
made patterns), and say to himself, 
" I'll just ease this a bit at the 
shoulders and take it in at the 

We don't call that tailoring, 
although many a tailor, who does 
that, gets more for his clothes than 
we do. 

What we call Tailoring is to 
have a cutter measure you, design 
a suit for you, and for you alone ; 
cut the cloth ; superintend the 
making ; fit and alter ; be respon- 
sible to us for the work from 
beginning to end. 

And all with the help and advice 
of our head man. who has been 
in the business almost forever. 

Suits $20 to ^(x). 

Boys' Easter 

Perfect in pattern and faultless 
in finish, our nobby suits fur 
young men of 15 to 20 will yield 
the maximum of comfort and 
wear; single or double-breasted, 
in new grays and browns, blue 
and black serges and cheviots; 
specially good value at $12.50 and 
$15 00. 

Boys' and girls' wash suits that 
look right, give satisfaction in 
every pari, and best results in the 
w^ishing; sailors. Buster Browns, 
Etnns, Russians and kills. Im- 
mense variety, $2 to $10. 

Going to Spend 
Your Vacation at 
the Seashore or in 
the Woods? 

If vou are going to camp out 
you'll find our Army Cots just 
the thing. Easy to lie on, easy 
to set up and folds compactly. 
Even if you're not thinking about 
going away it's a good tiling to 
nave about the house for an 
emergency. Price here ?2,25, 

No. 667 

Safety Vaults 

The Safe Deposit Vaults art* 
the only place of absolute security 
for important papers. 

Do not for a day take the risk 
of your house burning down and 
losing the title to your property. 

Boxes are as low as 50c a 

Discard That 
Old Derby 

You can count on the quality of 
our hats being ahead of that of 
;iny other house — at the same fig- 
ure. Rap at the door of some- 
imdy who wears our hats and 
listen to what he says. 

A good liat can be bought as 
low as $2. The Knox high hat 
(sold exclusively here), $8. 

You've seen men, perhaps, who 
Iiave a strange faculty of making 
themselves agreeable to all sorts 
of persons. That's our Hat Store. 
We have so many different 
shapes, sizes, styles and qualities 
that we doubt if a solitary man in 
all Philadelphia can come here 
and leave with his old hat. 

No. 66!) 

To-morrow Is 

If he doesn't wish you to be 
tired and out of sorts when he 
gets home from work to-morrow 
night, but wants you to be able 
to meet him with a rested look 
and a smile, tell him to buy you 
line of those Paragon Washers, 
It saves all of that rubbing and 
hack straining. Just put the 
clothes in the washer, sit down, 
read a book, turn the crank and 
Uie machine does the rest. Call 
and we will show you how easy it 
does the work. 

No. 670 

Oxford Weather 

Its high time to discard your 
heavy shoes and give your feet a 
summer home in a pair of comfort- 
able Oxfords. 

No slipping at the heels or gap- 
ping at the sides about our Ox- 
fords. Prices range from ^3 to 

■*5- . , 

Take a peep at our wmdow . 

Here's the Style 

in Sticks 

at Little Prices 

Weiclisel and Partridge wood, 
with neat silver trimmings ; value 
50c., at 25c. 

P'ine partridge, in different 
shapes, trimmed with sterling sil- 
ver ; value 5-1.25, at 75c. 

Bamboo, partridge, malacca, 
etched wood, either plain or ster- 
ling silver trimmed ; value $2.75, 
at $1,45. 

Save Your 

If you neglect to care for your 
eyes while young you are apt to 
suffer some severe consequences 

If your eyes are weak they can 
be strengthened by the use of 

If your sight is defective in any 
way, it can be overcome with 
proper lenses, and you can thus 
'save' your eyes. 

We won't charge you a cent to 
test your eyes. 

Fancy Vests 
$2 to $8 

More than ever the fancy vest 
will be a subject for careful 
thought this surimier. 

Before ordering a supply, you 
will find it to your interest t() 
inspect our magnificent line of 
fancy vestings in silk, wool, 
worsted and wash materials. 

No. 674 

Our Hat 
Gains in Favor 

with men who are tired of paying 
for a maker's name. 

Here are hats without superiors, 
selling at a saving of $1, ^1.50 or 

Made by experts who have no 
superiors on earth; made from 
finest possible material, and in 
tiie latest shapes for spring wear. 


The sun smiled yesterday on 
men who wore — 

Stiff hats and heavy suits. 

Straw hats and light weight 

Straw hats, light weight suits 
and tliin underwear. 

Straw hats, light weight suits, 
thin underwear and low shoes. 

The last man smiled back in 

We've all the comforts ot 
clothes for warm weather — all 
ready for you. 

Going away to-night for a vaca- 
tion ? 

Need a Norfolk suit or flannels ; 
suit case ; golf balls ? 

Beautiful Hats 
For Little Girls 

Trimmed Hats for girls of 5 to 
15 years. 

Smart, dapper and flaunting for 
the pert, pretty type, picturesque. 
suft and lacelike for the more 
ethereal lassies every sort of 
pretty hat from rougli straw to 
embroidery or lace. Every shape 
from Continental to poke or 
" baby " flare: Every sort of 
trimming, flowers — especially 
Huwers— big or little, ribbons and 
itll the rest. Girlish, new and 
beautiful— 57 to $12. 

Blank Books 

We make 'em. 

We make 'em to order. 

We also make loose ledger 
sheets and rule and print them to 

We are fully equipped for this 
work. We make them up right 
and get them out on time. 

In this age business in all lines 
is brought down to a science. 
Books made expressly for your 
business save time. 

Time is money. 

We have made so many of these 
books and loose ledger sheets that 
if you do not know just what form 
of' blank book would suit your 
business, we can help you deter- 
mine — and you will thank us. 

Consult with us and you'll get 
what you want. 

Bathing Suits 

A dozen or so new styles, em- 
bodying the latest fads in beach 
and water wear, are ready now on 
the suit floor. These ^rnients 
are made by the best designers of 
New York City — men who prac- 
tically dictate the mode for every 
watering place from Newport to 
Atlantic City. You'll appreciate 
that fact and the privilege tliat is 
yours to start your summer's out- 
ing with a correct wardrobe. 

While you may pay as much as 
$1$ or $20 for a suit of special ele- 
gance, there are a ninnber of pretty 
and serviceable ones at from $2.50 
to $5. 98 each. Pleased to show 

Another notable arrival is a lot 
of " Women's Shirts " from Fisk, 
Clark & Elagg, the noted New 
York haberdashers. These on 
the same floor. 

Yesterday's Dollar 
at Work 

Have you put it at work, or is 
it lying idle? 

The saver makes yesterday's 
dollar work for him to-day. He 
thus uses wise judgement in the 
investment of his money, and is 
enabled to take advantage of his 

Determine to be successful by 
saving all the money you can 

3 per cent, interest paid on time 

Another Sale of 
Potted Plants 

Every one likes to see potted 
plants around tlie house. A charm- 
ing touch of green has a place all 
its own in the household scheme 
of decoration. 

These we have for sale are not 
artificial, they are Nature's plants, 
full of life and health and beauty, 
and at prices quite a little under 
what the landscape gardener or 
florist would charge you. All 
nicely potted, with plenty of the 
right kind of soil around them. 
Ferns 40c. to #3.50 each. 
Rubber Plants 6oc. to $1.75 

Palms 40c. to $3.25 each. 
Screw Plants 75c. each. 
In this department you will find 
all sorts of flower seeds at lowest 
prices, i'hese seeds come from a 
strictly first-class nurseryman , 
therefore you can place confidence 
in them and not be disappointed 
with poor flowers, or plants that 
fail to bloom at all. 

No. 681 

Individual Easter 

This year at any rate you can 
depend on having a hat that was 
made for you — not only becoming, 
but exclusive. 

Our artists have worked won- 
ders with the new styles, copying 
and varying endlessly the Paris 

And the prices are so moderate. 

At Sio we show a number of 
straight copies of high-class Paris 
models. The grace and distinc- 
tion of the originals have been 
successfully caught. 



•So. 682 

No. 696 

Smart Easter 
and Shoes 

Comfort, erace and durability — 
these were tlie qualities we sought 
in our selection of women's svun- 
nier shoes and oxfords. 

We show a beautiful and com- 
prehensive range. 

In bench-made shoes and ox- 
fords, we maintain the high stand- 
ard of excellence that compares 
favorably with "custom-made," 
and saves a third or more — prices 
$3-^0 to $9.50. 

Notable amongst the new styles 
are the tasteful shades of tan and 
brown, the various ties — "rib- 
bon," "Christy" and "sailor." 

Of special interest is the new 
walking pump with a "fitting" 
heel, guaranteed not to slip. Ox- 
fords, ?3 to ib\ boots, $3 to $3. 

This Weather Is 
Hard on Trousers 

Couldn't be worse, and it's quite 
likely you are even now thinking 
of getting several new pairs. It's 
the best part of dressiness to have 
two or three pairs of trousers to 
contrast with your coat and vest. 

In our regular stock we have 
men's trousers at ^3 50, 54.50, 
$5 00 and by half dollar steps up 
to ifq 00. Choice is from cassi- 
meres, imported cheviots and 
fancy worsteds — in stripes, checks 
and plaids. Our lionsers of out- 
ing fiainiels and wool crashes are 
also ready in the above price 

At S3 50 we are selling Summer 
trousers for men. worsteds in dark 
gray patterns that are worth ;?6. 00, 
$7.00 and 5S.OO. They are what 
remain from a purchase we told 
vou of. All waist sizes and all 

The New Shirt 

While the to-measure shirt 
makers have been quibbling as to 
wliirh of them fathered the new 
model, we have been quietly ab"ut 
our business fashioning it readv- 
for-service. It is a coat shin « ith 
the high band. "Tiick Turpin" 
collar and new cuffs attached, 
('lur stock afford:i this niudcl of 
madras, Sz. 

No, 085 

A Boys* 
Oxford Season 

This is going to be the greatest 
season ever known for boys' Ox- 
fords. If vou go in for style at 
all, you wfU want to be ready to 
put aside your high shoes and don 
your low ones just as soon as the 
weather settles. 

We arc eager to have you see 
our splendid stock of Oxfords for 
Iioys and young men who 
sizes I to 5J4. i'ans. patent colt 
or Idack calf. Prices— $3 and 
$2. so. 

The styles arc identical with the 
most fashionable men's Oxfords, 
the lasts over which they are made 
are especially designed for grovv- 
ing feet, and tlic fitting is done by 

Our boys' shoes and Oxfords 
start at #1.20. 

New Belts 

For the Kaster Gowns. 

The belt holds an unusually 
important position in the Easter 
costume this season, notwithstand- 
ing its necessity in the past. 

This is because of the newly 
beautiful effects that have been 
[iroduced, and the manner in 
wliich the costumes depend on 
tlie belt for the finishing touch 
this Spring. 

Nowhere is there a finer show- 

The collection includes Belts of 
leather and silk, domestic and im- 
ported, wide and narrow, plain 
and fancy. Here are the most 
elborate belts, as costly as may 
be desired, and yet we have re- 
markably handsome belts for $1. 

yn. GST 

Do You Need 

A New Sidewalk? 

Cement, when it is laid as we 
lay it, makes the handsomest, 
most satisfactory walk or curbing. 
The cement work done by M. S. 
Hotchkiss in Binghamton and 
Lestershire in the past 10 years, 
proves its durabdity. May we 
estimate for you ? 

Fire proofnig and Building Con- 
struction of Hydraulic Stone. 
Work fully guaranteed. 

Easter Cards 
and Booklets 

Inexpensive tokens that often 
express your giiod wishes better 
than a costly gilt. 

Children now exchange these 
cards as they exchange valentines. 

Older folk give them, also. 

Flat cards, ic to &c. 

Folding cards, 3c to 150. 

Crosses, 2c to 15c. 

Booklets. 5c to 35c. 

Novelties, such as chickens, 
ral)bits, etc., 2c to 50c. 

No. 689 

The Way 

to Make Money 

Is to Save It 

The man with a few hundred 
dollars in bank is able to take 
advantage of o|)portunities that 
are clear out of reach of the thrift- 
less man. 

Begin with a dollar if you can't 
spare more — 4 per cent, interest. 

We have an interesting booklet 
<in hanking by mail that is yours 
lor tlic asking. 

Some Hot News 

Pea Coal as large as it ever 

Nut Co:>l as big as it should be. 

Stove Coal that isn't disguised 
as Kgg Coal. 

No overgrown sizes in the Coal 
we sell — but it s full of worth 
and warmth. 

This $1.49 
Curtain Stretcher 
on Friday for 89c. 

Only a hundred in the lot, so 
come early — the Never-.Sag Cur- 
tain Stretcher — good solid frames, 
strong steel pins and extra sup- 
port from bottom to top of frame 
so that it cannot sag — no washers 
to lose — equipped with attached 
easel back — positively the last lot 
we will be able to procure to sell 
at Friday's price — mail orders 
filled if in stock when received — 
just think of the saving afforded at 
Friday's Price, Sgc. 

No. 692 

Can a Telephone 
Knead Bread? 

No, but it can order the flour, 
milk, salt, yeast and baking pow- 
der all in a twinkling. 

No. 693 

Men's Imported 
Bath Robes, 

WORTH ?S.5o TO $12.00, 

at $5. 

A German manufacturer who 
makes a specialty of high-class 
li.uh Robes has sold us his entire 
sample line at such a big discount 
that we're able to place the robes 
on sale to-day. in many cases at 
less than the cost of importalicn. 
They're of the finest Terry Cloih 
in a large variety of colors and 
exclusive patterns If bought in 
the regular way these robes would 
cost $S 50 to 5i2.but this lot of 
samples will go at $$ each. 

Clothing Style 

One of our swagger Spring 
Suits possesses every ear-mark ni 
the prevailing modes. 

Yet we rarely make the ex- 
treme styles. We don't cling too 
chiscly to the fashion plate, but 
adapt the style to the face and 
figure of the man. This emph.i- 
sizes the individuality of your at- 
tire, without stooping to the vul- 
garity of conspicuousness. 

The distinctly better grade of 
tailor-made attire— $25 to $45 per 

You are just in time for 
Easter suit. 

No. 695 

An Outing 
Without a Kodak 


Without a Gun 

or fishing without a hook. 
Kodaks are better every year— do 
ni'Te things and work easier. 
Kvery kind here, all the supplies 
and refpiisites for every part of 
picture making. The cost but 
little, if you so choose. 

Are the Years 
Working for You ? 

Time is flying — every year finds 
you nearer old age. l-)o yuu want 
to work hard then- do you w.i"t 
to toil when you miglit be living 
comfortably on the fruits of a judi- 
ci.. s investment at PENBRYN .' 
( We say "buy and build.") 

Let the years work for you. 
Invest in PENBRVN. Buy as 
many lots as you can afford to 
carry. Next year your little in- 
vestment will have earned a larije 
increase and every year works 
liarder— b ringing you larger 

Prices will go up — just as they 
have in every suburb we ever 
managed. Higher and higher 
they go until tlie profits of the 
investor assume wondrous pro- 

The years have brought com- 
fortable fortunes and incomes to 
the far-seeing ones who invested 
in our suburbs. No need for 
them to work in their old age 
— their investments and years 
have done all the labor n^ cessai y. 

Invest in PENBRYN TO- 
DAY. Let time work for you 
and earn you a fortune. Don't 
delay— even for a day. The fav- 
orite word of the Spaniards is 
"to-morrow" — that is what 
mikes Spain the poorest and 
most miserable nation in Europe. 
To-day means wealth— to-morrov/ 
doesn't count. 

Hats at a Dollar! 

This is an extraordinary offer- 
ing. Three hundred pretty, 
stylish, Trimmed Walkuig Hats 
for women, ordered weeks ago, 
have just come in— and we don't 
want 'em They were made to 
sell at $2 and $2 2^. and are easily 
worth these prices. But. to get 
them out of the way quickly, ue 
mark them below cost— $1 each. 

No. 698 

75c. for ^i Velvet 

Full rolls— as much or as little 
as you want for your room. You 
don't have to buy odd lengths and 
remnants to secure this large 

Fourteen patterns to choose 
from ; all of them new this spring 
and every one vvitli a y^ii border uf 
stair carpel to match. 

The colors are bright; floral 
,tnd rug designs; some in self- 
Lolored patterns. 

Our regular standard $1 a yard 
carpet for 75c. 

No. 699 


Bring prescriptions here. We 
A'^k you to do things bic;iusc we 
know that we give careful, high- 
grade service. 

We conduct our prescription 
department in a straightforward, 
businesslike manner. 

We trent all customers with 
absolute fairness. 

We have no favorite^ 



No. 709 

Shirtwaists of 
China Silk 

Fresh white cool waists to wear 
any time, and easily laundered — 
do them yourself, for that matter. 

On€ style is simplest tailor- 
made — pleats back and front. Jj 
and 53.75. The latter is better 

Another has opening in front 
and is trimmed with clusters of tiny 
tucks, tiny buttons and Valencien- 
nes insertion, which is used again 
in the cuffs, $5. 

Buttoned in back, with box- 

fjleats in front, tiny tucks and 
arge side-pleats, tucked cuffs, 
pearl buttons and embroidered 
frontSj 37.50. 

A Sale of 

A manufacturer got tired of 
keeping these Pocketbuoks — 
good as they are — in Ins stock. 
He accepted our offer— a very 
low one — for the lot; and we offer 
the splendid resultant bargain to- 
day, to women who prefer the 
handy pocketbook to the various 
kinds of bags now so much used. 

There are Pocketbooks and 
Coin Purses, in a number of fine 
styles, at half prices or less : 

At 25c. to ^i , worth 50c. Xo%2. 

Compare These 
$1.79 Oxfords 
With Anything 
at $3 

Perhaps it is because women 
have compared that we are selling 
so many of them. A full stock 
ready for to-morrow — can't prom- 
ise after that. 

$3 Kidskin Oxfords at ?i.79. 

Note particularly tlie style and 
character of those Oxfords. Even 
at $3 they would be special value. 
Made of fine grained kidskin, on 
shapely lasts, well arched, witli 
high Cuban heels, turn soles and 
patent or kid lips. 



Long before Hey wood and 
Wakefield, John Chinaman made 
furniture from reed and rattan. 
He taught us the art, but he 
couldn't find any of us bright 
enough to learn how to make a 
gong. And still we use Chinese 
reed furniture. 

If you read and act upon the 
following you'll more than ever 
ht in debt to John Chinaman. 
Some hundreds of pieces of Chi- 
nese reed furniture, our own im- 
portation, go on sale to-day one- 
third off price- 
Here are a few ; — 
SSReed Tables at $5,25. 
58 Green Reed Chairs at ^5.25. 
SS.50 Reed Couclies at ? 
?S-5o Reclining Chair Couches 
at S5.50. 

$8 50 White Enamel Reed 
Chairs at $5.50. 

Few People 

that Negatives made with Kodaks 
and Hand Cameras can be En- 
larged, and Beautiful Wall Pic- 
tures made from them. It is a 
fact, however, and we are so sure 
that we can please you that we are 
making the following offer : Bring 
us one of your Negatives, any 
size ; we will make an Sx 10 inch 
enlargement, and print, mount and 
frame it in a Handsome Frame, 
11x13 inches, for 5i,io. 

No. 705 

Money Back 

We guarantee everything we sell 
to give thorough satisfaction ; 
money back if you decide against 
a purchase promptly; full redress 
no matter how long you've had a 

We do not " exchange " mat- 
tresses, or pillows — tor sanitary 
reasons. We've been known to 
take back a mattress and throw it 
away, for fault. But faults are as 
tew as human prudence can make 

No. 706 

Pure Linen 

Their pureness is the primary 
consideration. We look out for 
tliat first. Then we buy ia huge 
quantities — that shipment, the 
other day, of over fifty thousand 
of one sort, exemplifies that. 
Hence low prices result— witness 
to-day's offerings. 

Some new, special lots of Initial 
Embroidered Handkerchiefs are 
added to the plain hemstitched 
sorts; all very much below what 
they're wi>rth: — 12 '^ cents each. 

Novelties in 
Tourists' Coats 

All cut on mannish lines — 
which makes them so easy to get 
on, comfortable to wear, and 
smart to look at: and all made of 
tiie fancy mixed cloths that dust 
doesn't stick to and rain won't 

At Sio.oo — Coats in fancy mixed 
effects, loose front, loose back 
lield in with belt; coat sleeves, 
close-fitting cuffs, plain collar 
and reveres, yoke and sleeves 
lined with satin. 

At Si 5. 00— Coats in fancy mixed 
tweed effects, waterproofed, loose 
double-breasted front and loose 
belted back: notched collar and 
reveres, lap pockets, plain sleeves, 
wide at hand, finislied with strap. 

Hello, Polly I 

Just received a fine importation 
of j;enuine Mexican double yellow 
head parrots. These birds are 
the tamest, most fluent talkers 
and singers of all the parrot 
species. Price only ;#7.oo eacli if 
purchased within the next few 
days. Call or address 

Penbryn is Near 

A suburb that is hard to get to 
miRJit as well be off the map. 
No trouble like that at PEN- 
BRYN. Twcnty-eiglit short min- 
utes by train from Reading 
Terminal, unequaled train service, 
fare loc. Only a few minutes 
longer by trolley, when road is 

In New York, if a suburb is 
within 45 minutes of the center of 
the city — with several changes of 
line, It is thought central 
PENBRYN is only 2S minutes 
away from Reading Terminal , 
and 400 feet above high water 
mark. Thuik of it — no change of 
ca rs t 

PENBRYN is successful-it 
was before the first spade was 
turned Its very location attended 
to that : improvements by the 
Roberts method added the finish- 
ing touch. Out the Philadelphia 
& Reading Road, overlooking 
Glenside, and near to the greatest 
a.i.usement park in the world — 
Willow Grove. 

Trainsnowand trolley building 
mind you — the Willow Grove line 
with cars every few minutes and 
express time. 

Every visitor to Willow Grove 
will pass PENBRYN-PEN- 
BRYN is a part of the beautiful 
country you admired so much the 
last time you went to Willow 
Grove Park. PENBRYN is on 
the ridge which runs between 
Willow Grove and Chestnut Hill 
^the highest ground within 15 
miles. The hills are beautifully 

Come out to-day — don't let 
others get ahead of you, The 
man who buys now gets the 
choice picking. Tlie man who 
waits has to take what is left. 
The lots are all good, but still 
there is always a choice. Do you 
want it? 

Ostrich Plumes 

Black and White. 

Market prices up — 

Our prices down — 

That's a condition of things 
that you've known many a time 
before— and you expect it. 

They are made of prime Ostrich 
feathers with broad, long flue, full 
and exceptionally heavy heads. 
In white and unusually brilliant 

You'll recognize these prices as 
ntuisually low. if you've been 
pricing good plumes recently ; 

iS-inch Plumes at $2. 

16-inch Plumes at $2. 50. 

17-inch Plumes at S3. 

18-inch Plumes at S3 50. 

19-inch Plunits at S4. 

How to Judge 
Covert Coats 

r . Test them by time, 

2. Buy them here and be sure. 

Every Covert Cloth Coat we 
sell has been made by an expert, 
and tested by an expert. Tried 
on a figure 

New styles at low prices : 

At $12.50 — Light or dark tan ; 
fitted ; stitched strap down back 
and over shoulders ; lined with a 
fine quality of plain or changeable 

At $15— Three styles; tight- 
fitting or semi-fitted ; collarless or 
with coat collar. Shapely, and 
kept shapely. 

Toilet Goods 

We can say nothing in support 
of these standard toilet requisiic-i 
They have long since borne their 
own message. 

But — we ask you to carefully 
note our prices — our every-day 
prices — rather than the " once-in- 
a-wliile '' price-markings of some 
■' sales," so-called. 

These are price-slides, and they 
hold good every day in the year ; 

Si Listerine, 58c. 

Si Biiriiie, 4QC. 

25c. Lyon's j'ooth Powder, 14c. 

25c. Sheffield's Dentifrice, 12c. 

25c. Cuticura Soap, i6c. 

25c Packer's Tar Soap, 14c. 

A Present Every 

If you have money in a savings 
account it is like getting a present 
every day, for every day interest 
money accrues for you 

H undreds are getting ahead 
through the opportunity of plac- 
ing their savings m safety, offered 
by our Savings Department, 

We invite you to join them. 
We pay 3 per cent, on savings. 


We have just returned from 
New York, where we bought the 
very newest and choicest styles, 
good not only for Easter but the 
entire season 's wear 

A trip through the fashion marts 
is always beneficial, but we are 
particularly enthusiastic over the 
results of this particular trip 

The values in new dress hats, 
at S4 50, S4qS, $5.98 >nd S6 gS 
are noticeably better than upon 
any previous occasion whatsoever. 
A few of them are now on exhibi- 
tion in the window. 

Quicker to Talk 
tTian Walk; 
A Private Line 
Saves Time 

A Time-saving, Labor-saving, 
Soul-saving necessity. 

It reaches from chamber to 
kitchen; from parlor to pantry; 
from boudoir to bam, or covers 
all together. 

Any Distance Required, 

Two telephones complete, 
ready for service, with 100ft, of 
wire, batteries, bells, etc., to- 
gether with wiring diagram so 
that anyone can install them — 
Price $12.50. Satisfaction guar- 
anteed. Send cash or equivalent. 

No. 710 

Shad Roe 

Properly cooked, withnice crisp 
Bacon, certainly a dish enjoyed by 

Soc. a portion. 




No. 717 

No. 730 

A Hundred 
Million People 

will read about my farm agency 
during the coming summer. At 
least s,ooo will write for my Farm 
Catalogue during the present 
year. Surely some of these peo- 
ple will buy Trumbull County 
farms. It's immaterial to me 
whose farm I sell, only that I sell 
lots of them. All farms placed 
with me to sell, before June i, 
1904, will be catalogued in my 
new farm list, which will be the 
finest and costliest farm catalogue 
ever sent out of the State of Ohio. 
It will be illustrated with nearly 
50 half-tone views of beautiful 
country homes that I have for 
sale. All farms listed with me 
for sale, if the buildings are good 
enough to justify it, will be repro- 
duced in beautiful half-tones in 
my catalogue free of charge 
Follow the crowd to the old and 
reliable farm agency of 

Specialist in selling County Prop- 

No. 718 

A Hot Hint 

In anticipation of the hot sea- 
son approaching, arrangements 
for Electric Fans should be made 

To connect electric fans, either 
in the office or home, it is simply 
necessary to remove the lamp, 
screw in the fan attachment, and 
the service is at your command 

We will be pleased to send our 
booklet giving list of electric fan 
manufacturers upon request. 

Eagle Steel 
Lawn Swings 

When buying a lawn swing, we 
suggest that you buy a steel one 
Steel swings don't rust, therefore 
they may be left out in all sorts 
of weather Steel swings are the 
strongest; a swing, like a chain, 
is as strong as its weakest part, 
but these steel swings haven't a 
weak spot in them. 

We are the sole agents for the 
Eagle Steel Lawn Swings for 
Pittsburg and Allegheny. 

Four-seated swings, J12.50; two 
seated swings, $9 50. 

Household Linens 
At Seducive 

Linens with the good old-fash- 
ioned virtues: Honesty, Worth, 
Character and Endurance. And 
Good Looks besides. 

The low prices happen rarely on 
linens of equal quality. 

Women experienced in these 
matters will sec that at a glance. 

Spring home-beginners and 
home-replenishers, the summons 
is clear : 


" Goia Medal" Irish LiuL-n 
Table Cloths, satin damask, spec- 
ial designs. 

From a two-yard cloth at $4. to 
a banquet cloth at ?i7 75. 

Matching Napkins, at corres- 
ponding reductions: breakfast 
size, $5 dozen, to full dinner size, 
#15 dozen. 


with Fort Worth people affords 
opportunity to demonstrate the 
advantages gained by trading 

It's to OUR interest to make 
it to YOUR interest, and we do. 

Favor us by dropping in some 
day — you won't regret it, and we 
won't forget it. 

Suits and 

From the making of the mater- 
ials to the finishing touches, a 
chain of critical scrutinies has de- 
veloped an excellence in these fine 
garments never before attained in 
ready-to-wear clothing. 

The wide range of imported and 
domestic cloths, in both plain 
olors and mixtures, is deserving 
of special mention, 

,\ien s Spring Suits, #16 to $40. 

Men's Overcoats, $ib to $40 

Advertising a 
Trunk That Is 
Not for Sale 

An object lesson. 

It was got up to beat our 
"Special St. Louis" trunk — 25c, 
cheaper; and advertised as "just 
as good." 

We bought one — have it here 

It is smaller both in width and 

The roughness of the lining 
shows it is made of rough pme 

The two clamps on each end of 
ours are altogether missing on 
"this same thing." 

Scarcely any one of these points 
would you be able to "carry in 
your eye" from one store to the 
other. But you would probably 
be carrying your clothes home in 
a basket from St. Louis, if you 
started out with this "just as 
good," nailed-together trunk. 

Our St. Louis trunk was made 
for us specially. It is safe be- 
cause we insisted that it be safe- 
guarded in certain ways, and 
because we buy so many trunks 
of this maker that it was to his 
atlvantage to favor us. 

28 inclies long, $5. 30 inches 
long, $5.50. 32 inches long. $f>. 
^4 inches long, $6.50. 36 inches 
long, #7. 


The Girls Easter 

We are just bubbling over with 
anxiety to tell you of the innumer- 
able pretty things we have ready 
in tlie way of Easter raiment for 

Such a thoroughly handsome, 
stylish, finely tailored and reason- 
alily priced collection of girls' 
wearables wc do not believe we 
have ever shown at this time of 
the year before. 

The newest Spring styles— in 
all materials and colorings. 

The dainty, refined girl — as 
well as her louder, iovial-natured 
sister — can be suiteci to a dot here. 

For girls of six to eighteen 
years. ?4.5o to ?i2. 

Winter is Coming 

Coal burning time will be here 
before you know it 

Are you prepared ? 

Our coal has never been better 
than it is just now, 

It's economy to buy this month 


Insect Killer 

Keep the house free of "Bugs." 

Nothing is so distressing as in- 
sects crawling over everything. 

Come and get " The Real 
Thing " in bug and insect kill<?rs. 

You'll be so glad after using it 
to see what good work it does. 

Price 15c. 

Have a Summer 


A Gas Range will make thc 
kitchen the pleasantest room in 
tlie house. 

A man can avoid the torrid 
atmosphere of an over-heated 
kiiclien, and you just watch him 
do It -but how about his wife? 
Doesn't she deserve a Gas 
Range ? 

All prices, $2 down, $-2 a 
month Connected free. 

No. 738 

Blue Enamel 

This splendid opportunity to 
fill the kitchen with the most 
beautiful and artistic cooking 
utensils that are made will soon 
be over. These handsome wares 
are of splendid construction , 
Iiandsomely finished, every piece 
perfect; and yet most of the pieces 
are sold at about half the price of 

In addition, most of the pieces 
have enamel lids, while those on 
agateware are only tin. The sizes 
indicate the actual capacity of the 
different pieces, though the man- 
ufacturer's list calls the sizes 
larger all the way through: 
White- Lined Blue Enamel Ware. 

Each article is steel, douhle- 
cnated with turquoise blue enam- 
el, white lined. 

Rice Boilers, i qt., 50c; 2 qls,, 
75c; 3 qts.,5i. 

Tea Pots, 2 qts., 35c; 3 qt^., 

Coffee Pots, 3 qts., 40c. 

Covered Saucepans, 5 qts., 4X( , 

No. 729 

Are You Selling 
Yourself ? 

Getting so much a week for 
V'lurlife? Bartering away your 
br-iin and brawn, healtli and iiap- 
piuess and "coming out even" 
every week? How long can you 
stand it ? 

You may start a savings account 
here with #1 — get Compound 
Interest on all you put into it— 
and eventually be Free and Inde- 
pendunt. Why don't you try it ? 

Lynn Market 

Picnic ^Vealher. It really seems 
as thougli we should have picnic 
weather for the remainder of the 
week. We offer the greatest 
variety of eatables for Picnickers, 
Campers, Cottagers and Sailing 

Our Bakery Counter is a sur- 
prise to people who are not ac- 
customed to seeingourassortmtrnt 
of delicious bread, cake and 
pastry. Everything is from best 
materials and made with all the 
care and cleanliness of the best 
home kitchen. Women whose 
cares keep them from the country 
this summer can take a vacation 
at home by letting us do their 
cooking. The saving in fuel will 
go a long way toward paying any 
slight difference in expense. 
There are few better places for 
an outing in the country than 
Lynn Woods and no beaches 
belter than our own. 

The meats we cook are selected 
stock and are thoroughly cooked; 
there is an appetizing variety of 
ready-to-eat food on our delica- 
tessen counter; home vacationists 
will find help here also. 

Picnic and lawn party accesso- 
ries. Paper and Wood Plates, 
Paper Napkins, Glass Jars, Tin 
Spoons, Candles. 

N<.. 731 

Store Your Furs 

The industrious moth will get 
your furs if you don't watch out. 
I'liis is the time of year the mis- 
chief is done; that is, the moth 
eggs are deposited now and later 
when you think your furs are 
secure they are being destroyed 
by this ravenous insect. 

We have the only modem stor- 
age vaults in Kentucky. We give 
you a receipt that conforms to 
g(tvemment reouirements. pro- 
tecting you fully from loss or 
damage by fire, moth or theft. 
Perfect security at a small cost. 
Why not? 

No. 733 

Old Furniture 

Of every sort, kind and condi- 
tion — useless to you — is of value 
to me ; and I will pay top prices 
for it. 

" Holly Helps 
Sell me your old furniture and 
get cash for it. 

The New 


In London town the dictatorial 
tailormen are fashioning the gar- 
ments for men with braided edges 
— particvilarly the waistcoats. 

The exclusive to-order tailormen 
in thi.s town are a bit timid. They 
accept the decree in part— the 

Let it he understood that we are 
fust with the new model ready- 
for-service, in twenty-two distinc- 
tive styles, with the edges and 
iiiickets bound or piped with 
linen, silk or moliair braid in 

For the men who dare .waistcoats 
of shepherd checks, bound with 
black braid, $2,50 to $6.50. 


No. 73 1> 


New Silk Petticoats, swishing, 
brilliant, stylish. Made lull and 
graceful, with all the latest de- 
vices in ruffles, flounces, ruchings 
and strappings. 

The cost is little, indeed: 

At #5— Of taffeta silk ; five 
styles ; all colors and black 

At $7. so— Of taffeta silk in 
cliangeahie or plain colors— light 
and dark shades and black. 

No. 735 

Now for Camping 

Schools are closed and it's hoi 
for the country. 

Now for the practical view of 

You must have a good camp 
stove— there's no pleasure with- 
out good eatables well cooked. 

You want plates, pans, cups, 
knives, forks and spoons that you 
dun't mind losing. 

You want an ice-cream freezer; 
there's always cream and ice 
around a modem camp. 

You want a hammock — a swing 
for the children- games, guns, 
ball outfits. 

In fact you want to visit our 
store to learn all that you do 
want— and its here, and the 
price is right. 

No. 736 

A Bank 

Means comfort, happiness and 
security from the woes and mis- 
eries that arise from poverty. 

The ease with which you can 
save money and pile up the dol- 
lars may be a revelation to you. 

One dollar will start an account 
here vvliich earns a fair dividend. 

Get our booklet " Saving." 

Linens and 

Embroidered to order. 
_ We have tlie most ample facil- 
ities for hand embroidering of 
initials, monograms or crests on 
the linens either purchased by or 
to be given to the Easter bride, 
as well as for all other housekeep- 
ers who desire this artistic addi- 
tion to their linen outfits. The 
work is beautifully but quickly 
done, whether the order is tor a 
single piece or for a complete 
outfit for the entire house. 

No. 738 

Men's Panama 
Hats, $5 

For dressy, negligee wear, the 
Panama hat seems to have the 
call; light, cool and ideal summer 
headwear for comfort. 

Panamas made in Cuba or the 
X'nited States of Colombia do not 
"size up" as well as those made 
in Ecuador. The latter show a 
clearer straw and finish a better 

;f5. See these and get a chance 
t^o think twice before spending 
SS or $io for a Panama anywhere 
else. Maybe vou can save money 
and be as well pleased. 

No. 743 

Spring Dresses 
for Women 

Each day brings added newness 
to the collection, which has bt.-en 
almost prodigal for the last month 
or more. Nowhere else can 
women see so exhaustively the 
entire American and foreign pro- 
duct of the season. And it is this 
fulness of stock that has made 
our business so gratifying. 

Here art: brief suggestions of 
chief groups: 

Tailor-made Suits, at $15 to 
$67 50. 

Linen and Lingerie Dresses, at 
?i4 to $175 

'i'affeta Silk Dresses, $8.75 to 

Exclusive collection of Foreign 
Tailor-made Dre-sses, mostly in 
new checks and stripes, at $$$ to 

An extensive collection of beau- 
tiful Voile Suits, at $2(i to $105. 

No. 740 

The Child s 

It affords amusement, and 
makes the little one's fingers nim- 
ble, as well. 

An Embroidery Outfit consist- 
ing of twelve embroidery sktins, 
assorted colors; six doilies, various 
designs; and three embroidery 

The doilies are stamped with 
designs of Happy Hooligan, 
Bunny, Foxy Grandpa, old woman 
who lived in a shoe and various 
floral patterns. 

The Child's Delight— loc. 

No. 741 

Whiskey Without 
a Headache 

Your sample of Hewett's 
Priviite Stock Rye Whiskey duly 
received. I find it the most won- 
derful Whiskey that ever drove 
the skeleton from the feast, or 
painted landscapes in the brain of 
man. It is the mingled souls of 
wheat and com. In it you will 
find the sunshine and shadow 
tliat chased each other over the 
billowy fields, the breath of June, 
the carol of the lark, the dew of 
the night, the wealth of summer 
and autumn's rich content, all 
golden with imprisoned liglit. 
Drink it, and you \Yill hear the 
voice of men and maidens sing- 
ing the " Harvest Home," 
mingled with the laughter of 
children. Drink it, and you will 
feel within your blood the starry 
dawns, the dreamy, tawny dusks 
of perfect days. 

For forty years this liquid joy 
has been within the staves of oak, 
longing to touch the lips of man. 

Hospital Hack 

This coach was specially de- 
signed and built for removing in- 
capacitated persons who are able 
to pay for such special service. 
Constructed like a coach of the 
landau style, it is not calculated to 
attract attention. 

For terms and appointments, 
apply to foreman stable, 37 An- 
drew street. 

Tel. 4S72. 

No. 747 

The Aristocracy 
of Towels 

Most well-informed house- 
keepers are familiar witli the real 
It. than Linen Towels, which have 
buen the pride of well-to-do 
housekeepers who possess them. 

They are made of grass- 
bleached huckaback, hand- 
stitched, or with deep hand-tied 
fringe; some with drawn-work 
and a few with colored borders. 

The prices range from small 
facecloths at 75c and ?i.25, up 
to the very large towels with 
elaborate fringe, at |6 each. 

in Bank 

A savings account means more 
to you than its actual value in dol- 
lars and cents. 

It gives you a feeling of secur- 
ity—of independence— tliat is de- 
nied the man who never saves. 

It is a strong arm working for 
you day and night, earning more 
money— something substantial to 
lean on in youroid age, when your 
working days are over. 
Comer Genesee Ave. and Frank- 
lin St., will start you for one 

No. 745 

To the Brides and 
Grooms of June 

It's a great mistake to wait un- 
til the last minute before select- 
ing your 'furniture, draperies, 
rugs and carpets. While we have 
a wonderfully large assemblage of 
all the articles that have a part in 
making the home attractive, we 
would impress upon your minds 
the advantages of early buying. 

To-day we probably have the 
very buffet, brass bed, library 
table, chiffonier, davenport, or 
rug that you admire above all. 
Others are looking and buying 
and others may take what you 
wouldn't miss for the world. So 
come at your earliest conveni- 
ence and pick from the gems of 
our stock. 

We'll reserve whatever you 
may fancy for future delivery. 
And then again, it's so much 
more satisfactory to buy leisurely 
than hurriedly. We '11 suggest 
many pretty ideas that you would 
never think of. Furnishing homes 
is our study, you know. 

New English 

These handsome fabrics are de- 
signed for hangings and wall and 
furniture coverings. The color- 
ings and designs are most exquis- 
ite. The patterns include poppy, 
moss rose, Empire with cluster 
of roses surmounted by wreath 
and medallion effects. These 
are priced at 65c a yard. 

A very attractive rose design is 
y^c a yard. Others are in striped 
effects at 50c a yard. All of the 
patterns are shown in a variety of 

There is also another group 
presenting various Oriental ef- 
fects, at 35c a yard. 

If You're a Nieht 

Vou want the best there is in the 
Lantern line. We've made some- 
thing of a study of the hntem 
business, and we hav'nt been able 
to find anything to equal the 
Ham's Cold Blast for a driving 

It has stood the test of wind, 
rain and rough roads, and makes 
electricity look pale. 

This lantern sells for ^2.50 — it 
used to be S3. 50. 

We have a dash lantern for 85 
cents that can't be beaten for the 
money, and really if you are only 
out occasionally it will answer 
your purpose. 

No. 748 

*' There Isn't One 
ReaUy Good 
Printer in Five 

Pkinters' Ink— the leading 
journal on publicity of all kinds 
— h a s the following to say: 
" There are thousands of print- 
ers m this country, good, mdif- 
ferent, and a lot of bad ones. 
There isn't one really good printer 
in five hundred. Intelligent ad- 
vertisers are willing to pay for 
good printing, no matter where it 
comes from." 

Pkinters' Ink knows what it 
is talking about. Poor printing 
is a bad investment — it's worse 
than a blank. A business man's 
stationery or booklet is like a 
traveling man— if it's neat, well 
dressed and to the point, the first 
impression is good and your 
chances of doing business on the 
strength of it are good. 

We realize this. We keep 
abreast of the times. We know 
what good printing is and pro- 
duce U. We are pretty careful 
not to let a bum job get on to 
our presses. No press in the 
country can better our printing 
and we want you to know it. 

No. 749 

Dress Up Your 

Every dog has his day. To-day 
is the day of the dog show. 
Give your dog a show. If he 
is worth owning, he is worth a 
collar that becomes him. 

We have a fine collection of 
correct designs for every breed of 
dog ; plain or tastefully finished 
with studs or spikes in all desir- 
able sizes. 

Narrow collars, with studs, 20c. 
up . Round collars 45c. Cat 
collars IOC. 

We also have fancy leather and 
chain leads, dog whips, chains, 
whistles, bells, brushes, soaps, 

White Lawn Shirt- 
waists, ^1.50 

A fre.^h lot. right from the whir- 
ring machines, of those pretty 
white lawn shirtwaists with em- 
broidery front. Every woman 
who wants a dainty waist for lit- 
tle money seems to be buying 



No. 761 

No. 755 

Xo. 755— Continued, 

No. 759 

Coats and Caps 
for Baby 

What a little it does cost, to be 
sure, to have Baby arrayed in tlie 
finest of plumage when it is tlie 
parents habit to frequent our in- 
fants' Out-fitting department. 

The most inexpensive of in- 
fantile togs will be found there — 
which, however, is not saying that 
the finest are absent. Indeed, we 
are just a litlle proud of our dis- 
play of French finery for tiny folk. 
Select it ourselves in the French 
metropolis every season. 

Infants' Cloth Coats, of white 
bedford cord, 6 months and up to 
2 years, $2. 25, S3.00, $3.75 and 

Infants' Cloth Coats in colors, 
three-quarter length, desirable 
shades, including cream. ^4.25, 
$4.50, $5.00, S6.00. 

Infants' Mull Caps, 25c. and 
50c. each. 

No. 753 

This Week 

The magnet to attract out-of- 
door lovers at Capitol Park this 
week will be dancing. An or- 
chestra will be located in the pa- 
vilion afternoons and evenings. 
The dance hall lias been funiislied 
and attractively fitted up. Rain 
or shine there'll be dancing. 

The opening of the park is to 
take place Monday, June 9, and 
then the Open Air Theater, Ping 
Pong, Billiards, Glass Blowers, 
Restaurant and other features 
will be open in full blast. It's 
going to be a gay season at Cap- 
itol Park, Hartford, Conn. 

Admission to trolley patrons 
free ! 

Leather Bacrs 

Even with counters overcrowd- 
ed with the fine new Leather 
Goods, we keep our eyes open 
for special offerings to present 
just when the articles are most 
wanted. To-day two groups in- 
vite attention : 

Envelope Hags, of genuine matt 
seal, with calf lining ; fitted with 
purse: $2 each, though well worth 

Automobile Bags, all in the 
deep, convenient shape that is so 
well liked ; of genuine seal walrus 
and sea-lion, in black, brown and 
tan, with gilt or gun-metal clasps; 
at ;;2 each, worth ^4 and J5. 

No. 754 

Where's the Man 

Who hasn't use for nn extra pair 
of Trousers in his wardrobe — 
when he sees what he likes and 
the price is his way? 

Here are si>Iendid Trousers 
that will give you that new-suit 

The finest materials and finest 
lot of patterns ever in this store 
at one time — ?3.oo to ?7.cxj — yes, 
we have Ready-made *' Sovereign 
Brand " Trousers now at 57.00, 
and your tailor charges $10.00 for 
the same quality. 

Here Are Three 
Pretty Homes 


Again and again we have said 
that we would give more furnish- 
ings and better furnishings for a 
stated sum than any other store. 
We would make your interests 
ours — and look after the many 
little details in titting up the home 
which ordinary furniture and car- 
pet dealers would never think of 
botliering with. To-day we go 
more deeply into the matter. We 
jiublish three combination offers, 
which you should study carefully. 
Every article in the different lists 
is first class — n e w — refined in 
style — guaranteed. We name a 
very special price for each outfit 
entire, but if you wish to furnish 
but one or two rooms, we will ad- 
just the price to meet your appro- 



If you could see this outfit all 
assembled in a cozy flat you would 
never believe so much value could 
be given for so little money. 


Five-Piece Mahogany Finish 
Parlor Suite, highly polished, 
covered in fine tapestry. 

Parlor Table, in imitation ma- 

-Shades and Lace Curtains for 
three windows. 

lirussels Carpet — latest design 
— 40 yards. 


Three-piece cabinet-made 
chamber set of selected oak, two 
oak chairs, one oak rocker, one 
oak table, woven spring cotton 
top mattress, two pillows, shades 
and lace curtains for two win- 
dows, 20 yards extra super in- 
grain carpet. 


Handsomely carved oak side- 
bnard, six-foot extension table, 
polished : six oak dining chairs, 
lace curtains and shades for two 
windows, ingrain rug, 9x12 feet. 


New Herald Range, complete, 
with water fr<int. higli shelf, pipe 
and zinc board ; four-foot kitchen 
t.thle, two kitchen chairs, five- 

We are the largest handlers of 
house furnishings in Hartford. 
After reading above offer do you 
wonder that our values defy com- 
l»ctition ? 



This combination, if bought in 
the ordinary way in other stores, 
would cost you at least ;f40o. It's 
a grand outfit. 


Three-piece parlor suite, ele- 
;; a n t carved mahogany finish 
trame, covered witli Verona ve- 
lour ; odd rocker, rich design, 
highly polished ; odd upholstered 
chair, polished parlor table, lace 
curtains and shades for three win- 
dows, Axrninster carpet and bor- 
der— 40 yards. 


Heautiful oak bureau w i t h 
I'rench plate mirror ; Berostein 
iron bed, with brass trimmings, 
cotton mattress, pair of geese 
feather pillows, oak table, two 
oak chairs, oak rocker, oak com- 
mode, shades and lace curtains 
for two windows, iugrain carpet — 
20 yards. 


Ovi.T'tered oak sideboard, witli 
I'rencli i>Iate mirror, six oak 
chairs, six-foot quartered oak 
table, reversible Brussels rug, 


New Herald Range, complete 
with water front, high shelf, pi])e 
and zinc board ; four-foot kitclien 
table, two high back, wood seat 



You must see these articles. 
They are ornate, chaste, elegant. 
Workmanship is a revelation. 


Three-piece parlor suite, up- 
holstered in silk damask ; odd 
corner chair, inlaid ; mahogany 
rocker, upholstered mahogany 
parlor table, shades and fine lace 
curtains for three windows ; Ax- 
minster rug, gxi2. 


Very beautiful brass and steel 
bed, bird's-eye maple bureau, with 
French plate mirror ; bird's-eye 
maple table, with drawer ; two 
maple chairs, maple rocker, cot- 
ton mattress, shades and lace cur- 
tains for two windows, 20 yards 
of art ingrain carpet. 


Quartered oak buffet sideboard, 
quartered oak china closet, quar- 
tered oak dining table, eight-foot ; 
six quartered oak, box seat dining 
chairs; Brussels rug, 9x12. 


New Herald Range, complete, 
with water front, high shelf, pipe 
and zinc board ; oak kitchen 
table, two cane-seat chairs. 

There is $500 in solid value in 
the above outfit. 

April rains and mud are at hand. 

The modern wife telephones 
her needs. 

Residence service $2 a month 


No. 757 

Furniture Needs 

Tlie very best Valentine you 
can give your wife is a new side- 
board — if that happens to be the 
new piece she has set her heart on . 
Perhaps it is a sideboard — change 
the word if it is something else— 
we can accommodate you, and 
celebrate the day to good advan- 
tage for your home. 

535 Sideboards at S28. 

Twelve quartered golden oak 
Sideboards, swell top base 44x23 
inches, one large drawer, two 
small drawers, double cupboards, 
top has three shelves, nicely 
carved, French plate mirror 30x18 
inches; total height, 6 feet 8 

Sw(^aters for 
Children and Girls 

Spruce, snug little Sweaters, 
with as much style as the women's. 
Plain coat effects with pearl but- 
tons. And high-neck or 
less blouses. Broken sizes up tu 
14 years. 

75c. to ^3. Were $1.50 to $4.50. 

Three Strap 
Patent Leathers 


If you knew how exclusive the 
trade for wliich these dainty new 
style low shoes were made you'd 
be first in our enlarged shoe de- 
partment to-day to select a pair at 
?i.65— a bona fide 53.50 value- 
never sold by any other store for 
less than that. Remember, nr>w, 
we've only 500 pairs. They'll 
create a sensation, but it will be 
of short duration. We say that 
positively, and we can't emphasi/e 
it too strongly, for they are so de- 
lightfully different and distinctive 
from any low shoe ever offered 
for less than $3 50 that every 
woman who accords herself the 
privilege of seeing them will 
select a pair. 

No. 760 

Nice Hay 

We have some of the best Hay 
we have had for a year, and the 
price is reasonable. 

Why not come in and see us if 
you want anything for horse or 

CC )W ? 

Shoes — 
Looking Ahead 

Don't wait until Friday, or Sat- 
urday morning, to buy the shoes 
ytiu need over the Fourth, and fur 
the rest of the Summer. 

Come to-day, get the errand off 
your mind, and the shoes into 
your closet. 


White Shoes— Oxford and T^ace 
Shoes of linen duck or buckskin; 
leather or rubber soles, at #3, 
$3 ^o and 5^. 

Tan Oxfords: Blucher, Oxford 
and cut; best shapes and material, 
at ?3. ?3-9o and $5. 


Tan Oxfords, in Blucher, Ox- 
ford and Christy styles, at $3, S4 
and 55. 

Black Oxfords of kid, patent 
leather, calf, in Blucher, Chiisty, 
Oxford and pump styles, at Si .50, 

Little Pictures 


These are the pretty, decorative 
little pictures that do to stick 
around here and there for a merry 
bit of color. And each price 
implies a reduction from former 
values, of one-half to two-thirds. 
At ir>c. from 25c. 

Twelve subjects— six marines, 
six Rembrandt reproductions— in 
black wood frames; 5x() in. 
At 25c., were 50c. and 75c. 

Datch and Japanese figure sub- 
jects in various sizes and styles of 
fr.imcs. Size about qxio in. 

A Dark Store 

always leaves the impression with 
a customer that there's nothing 

Electric light is not a luxury 
nowada ys . A re you using ou r 
service .' 


No. 704 

No. 769 

No. 773 

No. 777 

Treat the Lawn 
To a Short Cut 

You don 't have to spend a great 
lot of money for a pair of clippers 
in the shape of a lawn mower. If 
you will come to our West Base- 
ment we will show you different 
styles and d i f fer en t sizes of 
mowers, each about as inexpen- 
sive as you would expect. 

For instance, 12-inch 

Lawn Mowers at 53-50. 

For in<;tance, 14-inch 

Lawn Mowers at 5425. 

For instance, 16-inch 

Lav\'n Mowers at S4.50. 

You know the inches refer to 
the size of the blade. 

Save a Diamond 
Win a Heart 

You can obtain a Diamond on 
credit from us at once. Step into 
our store and one of our salesmen 
will make you an interesting 
proposition. All our business is 
transacted privately and confi- 

We ask no security. We make 
no inquiries of employers. We 
trust you. All we ask is that your 
intentions are honorable and that 
you intend to carry out your obli- 

You receive the Diamond you 
select, at once, when you make 
t'le first small payment ; the bal- 
ance you bring or send to nur 
office in small amounts, weekly or 
monthly, as you prefer. 

You receive a signed guarantee 
of value and quality witli your 
Diamond. If you should at any 
time, after your Diamond is paid 
for, desire a larger one we will 
allow you all you have paid in 

I Am a Broker 

A Broker buys and sells. 

He advisKS his clients and 
olaces information regarding in- 
vestments and speculation at their 

My advice to my clients is 
based upon long experience. 

My means of information as to 
market conditions through my 
thousands of miles of private 
wire are unsurpassed. 

Short Stem 
Flower Holders 

Suitable for Pansies, Violets, 
Nasturtiums, Lilies of the Valley, 
Sweet Peas, and other short stem 

A splendid assortment to choose 
from. In crystal glass, if you 
want the stems to show, and the 
green if you don't want them to 
show . 

We have ordered these espec- 
ially for Easter. 

Now's the Time ! 

Delay is dangerous. Your 
home may catch fire before you 
get your goods insured ii you 
wait— do it to-day. 

Berries for Dessert 
of Course 

They will be the best part of the 
dinner for months to come, and if 
properly served in Crystal, with 
the ripe luscious fruit sliowing 
thro' the clean sparkling glass- 
will prove far more tempting and 
appetizing tlian when served in 
China. You'll find a beautiful 
display of new IJerry Sets and 
Bowls on sale here to-day- 
enough 10 make you berry hungry 
when you see them and the prices 
are about one-half the usual. 

Beautiful thin etched Berry 
Bowls in two sizes— with cut star 
bottom— very thin and clear— 75c, 
?i.oo, $1.25, gi.75 from $1.50, 
$2.00, $2.25 and 33.00. 

Colonial Berry Sets in heavy 
and polished glass— consisting of 
bowl and set berry dishes—very 
new and pretty at 60c, 75c, and 
$1.00 from g 1.00,^1.50 and $2.00 

i-pint Crystal Cream Pitchers 
to match sets— regular price 50c, 
to-day 30c. 

Lemonade Tankards like above , 
50c. from 85c. 

Garments at $20 

The man of critical taste can 
find here suits in the new grey 
effects which are so fashionable, 
as well as strictly all-wool cassi- 
meres; cheviots and worsteds, in 
various exclusive designs. Top- 
coats of covert cloths, unfinished 
worsteds and oxfords, with the 
best silk linings. Genuine crayen- 
ette raincoats, in plain colorings 
or fancy mixtures. 

Priced at ^20. 

No. 771 

The Safety 
Of Money 

is a subject worthy of careful 
consideration. Dollars come too 
slowly to be risked in wild cat 
scliemes or insecure investments. 
It is a fact proven in every day 
experience that high rates of 
interest are paid only where large 
risks are involved. Quite natur- 
ally the higher rate the bigger the 

We pay 3X per cent interest on 
twelve months' certificates — as 
high a rate as any absolutely safe 
investment can pay in these days 
of abundant money. Anything 
beyond our rate involves the ele- 
ment of chance. If you appre- 
ciate perfect security you should 
deposit your spare funds with us. 

No. 773 

Ride in Style 
These Evenings 

in one of our elegant new Car- 
riages. You'll find it the height 
of comfort and enjoyment. Our 
Carriages are every one the per- 
sonification of ease and comfort, 
yet are stylish in appearance, and 
strong in every part. Expensive ? 
Bless you, no ! We guarantee to 
give you more real carriage value 
fnr your money than you ever got 
before in all your life ! 

Old carriages taken in exchange 
for new. Scores of styles to 
choose from. Step in. 

Lamar Park 

Better hurry— this is the last 
day of Cut-price Sale. 

They have gone like hot cakes. 
Think of fine lots in a fashionable 
neighborhood, with grand old 
forest trees, going at low prices! 
And to-day (this is absolutely the 
last day) we offer a -discount of 
m per cent, from the established 
prices. Easy terms, too — 20 per 
cent, cash, balance about as you 
please, in 4 years. $100 earnest 
money binds a trade and gets tlie 
discount. Go out and look, any- 
way. Walk about under the trees 
and enjoy the cool, fragrant air. 
Take Annesdale cars to Central 
and Brown Aves.,walk south a 
little and there you ar*. 

No. 774 

Fine Furs 

At Low Prices 

We almost hesitate to name the 
values of tliese garments, because 
of the loose manner in which val- 
uations are ordinarily used in the 
fur business. Sufficient to say 
that the valuaiiun-figures which 
we do quote are the actual prices 
which were marked on these gar- 
ments originally. 

A few examples are as follows : 

A fancy Persian lamb Coat with 
white waistcoat; formerly $300, 
now $150. 

A Box Coat of beautiful broad- 
tail, with deep collar and cuffs of 
clear chinchilla; formerly ^750, 
now $250. 

A very beautiful Chinchilla 
Cape; formeriy $650, now S325. 

A fancy Moire Astrakhan Coat; 
foniierly $210, now S105. 

A very elegant Ermine Coat; 
formerly SS50. now $275. 

We also offer a few plain Short 
Persian lamb Jackets, that were 
$72.50 and $82.50; now at ^55 

Also some Persian lamb 
Blouses, with collar and lapels of 
real chinchilla and Japanese 
sable; formerly $175, now at $115 

Not Blood Money 
But Bread Money 

A wife sometimes shrinks from 
life assurance because she thinks 
it gives her an interest in her hus- 
band's death. Not so. Life as- 
surance simply provides for the 
family when, by reason of old age, 
or death, the bread-winner can no 
longer provide for them. A man 
who denies this protection to his 
family, fails to realize the gravity 
of his responsibilities. 

Many good companies, but only 
one Best. 

No. 776 

Straw Hats 

Are you ready for another? 

It's worth your while to buy it 
to-day, if your present straw is 
getting dingy, or frazzled at the 
edges. For these brand-new, 
stylish Seenit Straw Hats— the 
popular rough style— cost you 
from 25 to 40 per cent, less to-day 
than they ought to — 

$i.5t.,for ^2 and ?2.5o kinds. 

Your Trousers, 

They bag and sag and they're 

It will cost you only a few dol- 
lars ( 52 .50 to $7 ) to procure a cdoI , 
trimly built pair of summer trous- 
ers. They'll fit you and they'll 
Hang right. „ . , , 

Or a two-piece Suit 01 the cool- 
est goods, prettiest patterns, best 
makes. $7.50 to $20. 

Bathing Suits. All kinds of 
Straw Hats at Lowest Prices. 
All Men's Clothing Needs, 
except Shoes. 

For Her, the 
Wedding Ring ! 

That magic little band is playing 
an important part in tliese days of 
roses and rosebuds ! Be sure that 
yours will assay iSk. Ours do I 
Drop in and see them. 

No. 779 

Cool, Snowy 
Dresses for Girls 

Just in, and ready for any- 
thing — morning or afternoon wear, 
or an informal evening affair. 

Cool, crisp white lawn. 

At S3. 50 with insertion on the 
skirt above the hem, the blouse 
tucked and trimmed with 

At $i the skirt with graduated 
flounce and three rows of insertion , 
the blouse tucked yoke deep and 
trimmed with medallions. 

14, 16 and iS-year sizes. 

No. 780 

Women's Belts 


They haven't lost their pretti- 
ness a bit, or their power to add 
a smart finishing touch to the 
Summer gown— even if they are 
half-price, or less. 

Various lots, small individually, 
numerous in the aggregate, are 
thus grouped for quick sellnig. 
At 50c. formerly $1 to 5,i. 

Women's Belts of calfskin, 
suede and Russia call; in black, 
white and colors. Buckles in 
pearl, nickel, gilt, and gun-metal 
finish. Some are soft crush belts, 
silk-lined; others bodice effect 
with gilt buttons. 

No. 781 

More About Our 
Private Diamond 

We've made a comfortable little 
room for showing diamonds and 
diamond jewelry, where you can 
have at once both privacy, quiet, 
and the brightest of daylight. In 
fact you couldn't get any better 
daylight anywhere than we have 
in that room. We never show 
diamonds by artificial light. It 
makes a cheap diamond look 
better, but we prefer to sell only 
fine stones and sell them for just 
what they are and no more. 



The Newest 
Souvenir Dolls 

Great excitement in the Toy de- 
partment yesterday when out from 
the big packing boxes, in which 
tliey traveled all the way from 
Sonneberg— the Home of Dolls, 
among the German mountains- 
stepped the cutest little dolls im- 
aginable, all wearing Tarn 
o'Shanters with "Atlantic City" 
or "St. Louis" lettered in gold 
across the front. 

Boy dolls and girl dolls. With 
golden curls or raven tresses, but 
all with dimpling, smiling faces. 

And the little brothers and sis- 
ters have come along with the 
bigger ones. So there are two 
sizes— 25c and 50c each. All 
jointed and dressed with quaint 

No. 783 


I take pleasure in making the 
"A — I " as good a cigar as can be 
bought anywhere for 5 cents. 

1^1 j^ customers take equal pleas- 
ure in the smoking of them. 
They know they're not smoking 
on hemp or brown paper. 

Man's Wear for 
Warm Days 

Stand on a street comer any hot 
day, and watch a hundred men go 

You can count on your fingers 
all tluise who know how to dress 
rightly for Summer comfort— and, 
no matter what your prejudices, 
you are bound to admire the ap- 
pearance of the tenth man, who 
knows what to wear. 

And here are the clothes that 
he wears— ready to make YOU as 
comfortable and well-dressed as 
he is: 

Blue and black Serge Suits, 
single-breasted, at $10 to $20. 

Double-breasted blue Serge 
Suits, at $12 to $22. 

Dark gray Worsted Coats and 
Trousers, extremely light weight, 
at $12 andgig. 

Stylish light-colored home- 
spuns, in cream and silver gray; 
double-breasted, at $16.50. 

No, 785 

Timely Diamond 

April is the diamond month — 
the lime when the stone of senti- 
ment — emblem of innocence — is 
in most demand for birthday gifts 
or engagement rings. These 
three pieces are illustrative of the 
extraordinary values which are 

No, I is a white stone, in plain 
Tiffany mounting, very attractive 
in its pure glittering whiteness, 
3-SJess 1-32; price, ?36. 50. 

No. 2 is a white stone, weigh- 
ing % karat, with plain Tiffany 
mounting or fancy lielcher, as in 
illustration; price ^25. 

No. 3 is a fine white diamond, 
in either plain Tiffany mounting 
or the new arch crown (like cut), 
weight 3-8, 1-32, 1-64; an extraor- 
dinary value at this special price, 

No. 790 

Why be Roasted.? 

Don't you dread the thought 
of bending over a red-hot kitchen 
range this summer? 

How much pleasanter it is to 
possess a cool and compact gas 
stove, one that does all tlie work 
of a range without the intense 
heat or waste of space. 

Ask your husband to come with 
you and inspect the Detroit 
Jewel on exhibition at our sliow 
rooms, corner of Main Emd Seneca 

We shall be glad to demon- 
strate its practical efficiency. 

Five Thousand 
Yards of 
Eolienne 38c 
a Yard 

The most popular dress fabric 
of the season. Exquisite. Hand- 

About a week ago we told you 
of a group of these same goods — 
and tliey were gone in a jiffy. In 
fact, the manufacturers have con- 
fessed their inability to accomo- 
date their output of these Siik- 
and-cottoa Eoliennes to our de- 

They are made with an all-silk 
warp, and a fine mercerized cotton 
filling to give the required strength 
and lustre. Indeed, in brilliancy 
and richness of lustre they rival 
the Silk-and-wool Eoliennes that 
come from France, and which sell 
atgi.25 and $1.50 a yard. Made 
on the model of the French 
fabrics, too. Cool and dainty. 

In white, light gray, champagne, 
reseda, light heliotrope, pink, 
mode, cadet blue, marine blue, 
Nile green, russet brown, cardi- 
nal, brown, light reseda, navy 
blue, new green and garnet, at 
3SC a yard. 

No Better Time 
To Buy Laces 
Than Now 

You can get the charming filmy 
and half-heavy laces to-day for 
half price ana less — or you can 
wait until these are gone and then 
pay full prices again. But laces, 
and quantities of laces, you must 
have, if you expect to be in the 
fashion this spring. 

Tlie new lot of black antique 
bands is a good example of what 
one can save by taking advantage 
of this special opportunity. 

Usually they cost anywhere 
from 25 ci-nts to $2 a yard. We 
picked them up to sell for 15 
cents to 75 cents a yard. 

Straight bands and galons — for 
making blouses or trimming 
light cloth gowns. 

A Dainty 


"To Work around in." 

That's the way one woman 
aptly described this neat little 
shirtwaist of dark blue percale, 
pin-dotted in white. Yoke, deep 
side pleats, stitched in white, help 
along its dainty workaday look. 

No. 795 

Saturday Candy 
Pound Box 29c. 

We tell you this is remarkable 
candy at tlie price— that tlie same 
grade will cost you 50 or 60 cents 

We know you will believe this, 
because you know we do not make 

Saturday Candy is made fresh 
every week to our order. We 
make our own selection, and 
know that every piece in the box 
is fresh and wholesome. 

There is no profit for us in this 
candy; there can be but little 
profit for the manufacturer. 

Frankly, we make this special 
price to bring you into our store 
every Saturday, for we know that 
after trj'ing one box you will 
come here once a week at least, 
and, finally, you will come here 
for everything you need in our 

Don't forget, on sale every 
Saturday, 29 cents a pound box. 

No. 791 

Smart Straw 
Turbans $4.98 

And they will no doubt find 
ready takers. For every woman 
wants one of these smart, practi- 
cal hats for Summer wear. 

In wliite and fancy mixed 
straws, and a variety of shapes. 
Simple but effective trimmings of 
ribbon,quiIlsaiid the like. The 
trimmed hat opportunity of the 

Of Two Evils 

Rather a poor paper well hung, 
than a good paper badly put on 
the wall. 

Both faults are inexcusable and 
do not occur with us. 

We discard a soiled or damaged 
piece, our seams are straight and 
almost imperceptible and our 
stock is so well chosen that we 
have no poor or ugly papers to 

Then, too, the prices are the 
lowest — that's a strong point in 
our favor. 

No. 793 

Paris Novelty 

There's a certain time of day 
by the sea, just before the sim 
goes down, that must have given 
the tlress-goods designers their in- 
spiration for chajigeable stuffs. 

Just the same effect you will 
find in those exquisite changeable 
voiles in the Little Dress-Goods 
Salon — green threads underset 
\\\\\\ saffron color; gendarme blue 
with old gold, and brown with 
green and blue, $2.50 a yard. 

A Daily Hint- 
Meat Order 

For To-Morrow : 
Breakfast Ham and Eggs. 
Dinner — Pot Roast. 
.Supper Lamb Clmps. 

Meats, Poultry, Fish. 

More Than Likely 
It^s Here 

That medicine you tried to get at 
so many stores and couldn't. 
Our variety is pretty large. We 
dun't often disappoint. Never in 
quality or price. 

Checks cashed ; money orders 

No. 796 

Sick Room 

Every family medicine chest 
should have one; and of course 
every trained nurse. Here are 
Clinical Thermometers at 35c. 
that are dependable, and guaran- 
teed accurate according to the 
accompanying certificate; they 
don't vary more than a tenth. 
Best grade one-minute Clinical 
Thermometers at $1.25 and $1.50. 

No, 797 

Did It Ever 

occur to you tliat you can save 
time, trouble and expense by 
having The Lenox Hotel serve 
that Wedding Breakfast, Society 
Dinner, Club Dinner, or private 
luncheon you wish to give.' Our 
private dining rooms with 
exceptionally good waiters and 
an eye single to give you full 
value for your expenditure are 
very inviting inducements. Call 
on or write to us before com- 
pleting arrangements, and we will 
gladly ser\'e you. 

No. 798 

Like a Drum 

Did you ever see a carpet wheel ? 

Ours is like a mammoth drum. 

The sides are formed of slats, 
to let the dust out. 

Inside are four broad shelves. 
The carpet drops from one to the 

No points to rip seams or break 
the body. 

Even carpet wheels improve. 

Ours is the latest and best. 

Come out and see it whirl. 

No. 799 

All the Tackle for 

In a week you may go whip- 
ping the streams in Jersey; on 
April 15th in Pennsylvania. 
Meantime fishermen will need to 
nvt-rhaul tlieir tickle — and what- 
ever yuu h.ivcn't we can supply. 

For 25 Cents 

You can purify an ordinary base- 
ment, ana do away with all the 
bad odors left by the high water. 
Does the work. Better than 
chlt)ride of lime and has n.> [)ad 
odor. Special price in l.trge lots. 
All ready for use. Directions on 
each package. 


Spending to Save 

Rather a queer statement, but 
if you figure the greater wear you 
would get out of that kitchen floor, 
not to speak of the cleanliness, 
beauty and general convenience, 
you would certainly come right 
down and get a can of 

(Enough to Give a Floor lo x 15 
Two Coats for 75c.) 

Then the pantry shelves, the 
back porch, the bam, the whole 
house— any part or all — how much 
better they would look, and how 
much better wear they would give, 
and how much labor would be 
saved, if they were painted with 

We have just received a new 
shipment, and we invite inspec- 
tion . J ust look around your place , 
and count up those shabby places, 
It will pay you to paint them, but 
you must be careful to get good 
paint, and 


No. 803 

A Great Glove 

Since Gloves, like people, need 

an introduction to make new ac- 

quaintances, we introduce our 

regular $1.50 gloves through a 
special price— Si. 15. 

They'll cling to their good ap- 

pearance with a fastness that 

establishes their claim to $1.50 


Quality's the 

we have in view when buying 

" Is it good?" is the question 
we ask the salesman. 

Candy man called Monday and 
sold us a lot of choice quality 
creams and chocolates. 

Arriving to-day : 
A few boxes of Maple Walnuts 

at 40c. — heavy chocolate coat- 
ing, walnut and maple cream 

Some Mapleines— sa m e thing 

without the wa In u ts — 30c. 

per lb. 
'Nother I o t of Bitter Sweets, 

assorted flavors — caught instant 

favor at 40c. 

And we've a nice lot of oranges 
and bananas — 25c. and 30c. 

The Call of 
The Garden 

Everybody who has a garden — 
acres and acres of green, or a 
window-box— is obeying Nature's 
summons these Spring days. 

Now is the time to prepare for 
delight all Summer. 

But the best care, the best luck, 
the best weather cannot make a 
successful giowth unless the 
plants, bulbs and seeds you put 
in the ground now are healthy 
and right. 

Rose bushes at 15c. each. 

Two for 25c,, Si. 25 dozen. 

Magnolias, S5C. each. Aialeas, 
35c each. 

Rhododendrons, 45c. each. 

Hydrangeas, 20c. each. 

Cannas, 5c. each. Tuberoses, 
IOC. dozen. 

Hardy Garden Lilies, loc. each. 

At Some Time 

during the life of every one comes 
an opportunity for making nioiiey. 

Only those with funds available 
are in a position to take advantage 
of such opportunities. 

Are you in such a position ? 
If not, get ready for your next 
chance by opening an account 
with the 


3 per cent, interest allowed on 
deposits of 25 cents and upward, 
compounded semi-annually. 

Spring Clothes ! 

A little early, perhaps, but 
they're ready— all the new things 
- fresh from our own tailors, too. 
We not only design them, but 
make them as well — factors which 
make Capper's ready-to-wear gar- 
ments different from others. 

Business Suits. Top Coats. 
English Walking Suits. 

To order from $15 up. 

Those Petticoats 
at 98c. Come and 
See Them Made 

Regarding the exhibition of skirt 
making on the suit floor one of 
Monday ' s papers said : 
"Women watching these girls 
at work see a petticoat tumed 
out every eight minutes, com- 
plete, with sloped hips, ruffles, 
flounces and felled seams - a 
better all-round job than a 
skilled worker would make in a 
day with ordinary m:;ans. They 
see that the machine does ihe 
work; all the operator does is to 
guide the goods and regulate 
the speed. They see that here 
is the secret of the store's 
ability to quote low prices." 
You'll enjoy this exhibition; 
you ought to buy one or two of 
the skirts for ordinary wear; 
they're marvels of goodness at 
the price, gSc. 

No. 808 

Our I3 Derbies 

So far as we can learn, our $3 
Derby costs more to make than 
any other sold in Chicago. 

One reason why it gives more 
wear than any other $1 Derby. 

Spring shapes in soft hats 
ready, too. 

Buster Brown 


This popular new style for 
boys 3 to 6 years is here in great 
variety of fabrics and prices — but 
ours are different than you will 
see elsewhere — a natty turn-down 
cloth collar under the regulation 
white linen one — so the suit may 
be worn either way and be quite 
correct and sightly. Our patrons 
are critical, and they notice these 
little points. 

Send for our new spring cata- 


The three new ones just ar- 
rived were specially designed for 
going-away days. 

A Seersucker — 4gc. instead of 
6qc. For tramping across fields 
and over country roads. The 
correct length for wearing with 
the walking skirt. Two stitclicd 
rufties on the bottoms of the um- 
brella flounce, give fullness c)f 
foot, so tl»ere's some style about 
it, too. 

A Satteen — jqc. instead of ^(. 
For afternoon wear with most 
any dress, as it comes in preiiy 
colors, as well as black. A good 
airing and an occasional shaking 
will be all the laundry work called 
for. Think of ttiis convenience 
at a summer boarding house. 

A Mohair — ?2 75 instead of 
$3.50. For the trip to the Fair 
here's the only skirt besides the 
short white one — that you'll need. 
Always dressy — always ready. In 
gray and black; finished with deep 
accordion pleated flounce. 






Good is good — 

Good suits at 

are good— we 've 

moderate prices 
full stocks of 

Good suits whose moderate 
prices have been revised down — 
that's better 

Many such at different prices, 
especially at the bottom price, 

Same sort of scale-down in 

boys' suit prices. 

No. 812 

Black Goods 

No piece of dress-goods ever 
comes out exactly even after dress 
lengllis have been cut off for ten 
or a dozen different people. 
From 2 Yz to 5 yards. What shall 
we do with them ? 

The best solution of the 
problem that we know is to 
change the prices and put them 
all out on a Main Aisle table — 
voiles, Lyons grenadines, eta- 
mines, challis, mohair, Silicians, 
cheviot, serge — no matter what. 

This has been done to-day. 
Dozens of skirt lengths and waist 
lengths — and a good many full 
dress-patterns you can buy for 
less than usual. 

Trimmed Hats 

At $5 and $6 

The appreciation of our Mil- 
linery Store increases steadily. 
This potent fact brings more and 
more admirers : 

Here at i?5 and $b are charming 
Hats that look as though they 
cost $\o to $15. 

The rapidity of their departure 
tells what women think of them. 

Two hundred more trimmed 
hats— careful copies of Paris 
models — take the stand of honor 

Every sort that is st>'lish— the 
new shapes, the new shades, the 
new trimmings. Lingerie and 
Pf»lo and Folded Brim Hats in 

We Try 

to Anticipate 

the ^vants of people in search of 
particular printing, and endeavor 
to give each individual customer 
just what he desires, without any 
ifs or ands about it. If you don't 
know exactly what you want, our 
experience of 24 years is at your 

Trial orders convince you and 
satisfy us every time. 

Easter Novelties 
Half Price 

For those who desire to remem- 
ber their friends with a small but 
appropriate Easter gift, here's a 
buying opportunity that will sure- 
ly make bargain history. Main 

Dainty and useful articles of 
sterling silver, particularly appro- 
priate for remembrances— selected 
to please either man or woman , 

We hope to have enough to last 
all day, but then you must bear in 
mind that seasonable, striking 
silver articles at these prices will 
create an unusual demand. Arii- 
clcs put up in fancy boxes and 

H undreds of 50c. articles at 25c. 

No, 81 G 

No. 817 

China Dinner Sets 

just received — large invoice. No 
dantier decorations, no finer nor 
thinner material , no better shapes 
made in all America, than War- 
wick Cliina^-considering the low 
prices — $10 for a beautiful dinner 
set, $5 for a lovely toilet set in 
thai ware. Of course we have 
higher and lower price sets. 

Here's an opportunity for 
lovers of odd plates. We have 
selected about 100 richly decorated 
China plates that formerly sold 
for 51.50, ^1.25, $1.00 to 75c; you 
can have your choice for 50c. each . 

At that price you should have 
your china closet and plate rail 

chuck " full. 

A Hot Iron 
A Cold Handle 

The hood of the Asbestos Sad 
Iron is lined with asbestos, the 
best non-conductor. This lining 
keeps the heat from passing out 
the sides or top. The only place 
it can get out is at the bottom, 
just where you want it. The 
cores are solid cast iron, not 
hollow like some other makes, 
and therefore, when once heated, 
they hold the heat longer. 

3^1.75 Set of Three Irons, 

No. 818 


all a-bloom and splendidly grown 
in pots are my specialty this 
week. You'll be glad to know 
these handsome Daffodils 

and that I am offering them now 
at specially atliactive prices. 
Order to-day and I'll deliver with 
equal promptness. 



Xo. 827 

You Are Eating 
Your Pots & Pans 

Think that over. 

The wear of your cooking and 
serving utensils goes into the 
food — except the part of the wear 
that goes into the dishprin. And 
much of that frictional wear isn't 
washed out. Take your best- 
washed utensil— it isn't clean. If 
it were going to be silver-plated, 
for instance, it would need to be 
scoured with acid, else the silver 
couldn't hold on because of dirt. 

Here's safety and reliefs 

Pots, pans, griddles— all the 
needed utensils — made of 

Aluminum pots and pans cost 
very little more than other good 
sorts — will last longer than any- 
thing except copper — will stand 
bumps and dropping better than 
anything else — and, if particle by 
particle, you are eating your pots 
and pans the diet of aluminum is 
the only harmless one. 

Don't buy "cheap" aluminum 
articles — the metal is the same, 
hut a vessel must have strength, 
else it will bend. 

(Descriptions and prices.) 

Books For 



A gracefu 

1 custom— g 

V in g 

books at Kaster. And it 


in favor. 

Books in 

Fine Bindings are | 

here- classic 

and modern 





by famous 



$2.50 a volume, up to a 

set for 



There's profit, too, in having a 
scrapbook handy— one ready to 
hold the clippings on any subject 
and bring tliem to your notice 
when most needed by you. 

In office, shop or home they 
make themselves useful. 

Several new kinds of scrap- 
books are here ready for your 
inspection and use. 

Some ready gummed;some witli 
pockets; some plain and many 
that are fancy. 

Al kinds from loc. up. Special 
ones at 25. 50, 75c. 

Albums for holding your souve- 
nir postal cards also. 

New Go-Carts 

Ready with the 1904 Gn-Carts 
and Baby Carriages. Bloch and 
llcywood makes, which are, by 
long odds, the liest. The auto- 
mobile gear is as light and easy- 
running as a bicycle. Canic out 
last year. It is on the new go- 
carls and bahy carriages, Si/es 
of lire.s arc Y^ inch, J^ inch and 
■}s Mich. 

The Artillery wheel is a new- 
ness. A substantial wood wheel 
with shaved spokes and heavy 
rubber tires. The new finish is 
Brewster green, a shade darker 
than last year's. The whole get- 
up effective and as comfortable 
as vou please. 

Go-Carts, $5 to #40. 

Carriages, $10 to ?25. 

Folding Carts, ?3.5o to f.8.50. 

The Man Behind 
the Bar 

Delights in serving New England 
Beer. He sells it as it is sold to 
him, guaranteed to be absolutely 
pure. This guarantee is substan- 
tiated by leading chemists and 
physicians who have analyzed the 
beer and given their hearty 
endorsements for its purity and 

Obtainable at best Hotels, 
Clubs and Caf^s, 

Men's Hats 
in New Shades 

Colors promise to rival black in 
the fashions for Spring — our se- 
lections contain a splendid repre- 
sentation of all the best favored 

The Colbert Derbys and Fedo- 
ras, S3. 00. 

The M. F.& Co. Derbys and 
Fedoras, %s, 00. 

The latest blocks are now being 
shown in the "Colbert" Silk 
Hats at S6.00, and the "Colbert" 
Opera Hats at ge.oo and 58.oo. 

Your Vest, Sir 

One of the most important parts 
of your suit is the vest. 

Whether plain or fancy — the 
vest— what is seen of it — sliould 
be in perfect keeping — not only 
with the rest of the suit — but with 
its wearer's individuality. 

Now— for instance*— in the mat- 
ter of fancy vests our long ex- 
perience in just what goods to 
use — in just what is most fitting 
and in good form — comes in most 
opportunely to serve your 

These Fancy Vests are made 
expressly to our order — of goods 
of our own selection— and are 
exclusively an "S & S." product. 

Make and Fit are beyond 
criticism ! 

The Season is here and so are 
these Fancy Vests. 

Extra buttons with each vest. 

The prices from ?i.5o to $4. 

A Special loc. 
Sale of Drugs 

A sale tlmt gives you choice 

nf a 

4 07.. bottle of Bay Rum. 

4 f)Z. bottle of Brown mixture. 

3 0/.. bottle of paregoric. 

3 o/. bottle campliorated oil. 

3 oz. bottle carbolic acid. 

4 oz. bottle glycerine and rose- 

3 o7.. bottle pure glycerine. 

2 oz. bottle vanilla extract, 

25c. bottle White Pine and Tar 
Cough Remedy, 

Vou who have bought these 
goods elsewhere know the regu- 
lar prices, and will readily see 
li((W big a saving you can effect 
by taking advantage of this spe- 
cial ifx:, sale. 

Other special drug offers — 
Acker's Cough Remedy, bottle 5c. 

Merck's pliosphate soda, 1- 
lumnd box, iz%c. 

\ 5c. box of Slippery Elm Loz- 
enges and a 5c. box of Menthol 
Cough Drops, botfi for 5c. 

Good Stoves, 
Low Prices 

If you know us at all , you know 
that we're very careful about the 
statements we make in our adver- 
tisements — that when we say 
■' high quality " you'll find high 
quality here ; and that when we 
print "low prices" in the paper 
iliere are real low prices in the 
store to justify it. 

We say that ours are good 
stoves— high quality heaters— and 
that our prices are really low for 
the sorts of stoves we sell. We 
mean just that— no more, no less 
— and the more you look around 
among the stove stocks of this 
town, the more certain you'll be 
that what we claim is true. 

New Coal Stoves at $4.75, S-oo, 

5 50, 6.00, 6.50, 7.50, S 50, Q.OO, 
10.00, 12 00, 14 00, 16.50, 18.50, 
20.00, 25.00, 2S.00. 

New Wood Stoves at $5.50, 
6,00, 7.00, q 00, 12 00, 13 50. 
Second-Hand Stoves at ?3.oo, 

6 00, S.oo, 10.00, 12.00, 15.00, 

Vour money back if you want 

Get Your Boy 
Ready for Easter 

There's a degree of snaji and 
style to our Boys' Clothing that 
.ippeals to the boy's heart just as 
strongly as do the prices to the 
parents' ideas of economy. 

A blue serge suit with Norfolk 
jacket and bloomer trousers, the 
full baggy kind,sizes9 to 16 years, 
to-morrow, ^3 45. 

Tan top coats and reefers, all 
sizes from 2% to 16 years, cut full, 
in all the new shades, $2 95. 

The highest grades of boys' 
sailor, Norfolk, double-breasted 
or Russian suits, all sizes from 
2J4 to 16 years, ?4.g5. 

Special Sale of 
New Domestic 
Made Lace 

We placed our orders for this 
lot of Lace Curtains when cotton 
was worth Sc. a pound, making i* 
|)ossihle for us to offer them to 
you at very low prices. Cotton is 
now worth 17c. a pound — the 
highest price since 1S75 — and 
there is no indication of a decline. 
.Some "wise heads" even pre- 
dict an increase to 20c. Run this 
over in your mind and we believe 
you'll agree with us that now is 
the time to buy. Remember that 
had we not placed our orders be- 
fore the increase in cotton, we 
could not offer these lace curtains 
at the following low prices : 
(Descriptions and prices.) 

We Propose to 

that they let us take care of their 
soiled linen for them for the year 
igo4--and later. We are adepts 
at everything that pertains to up- 
to-date laundry work; we not only 
fuaranteeyoii GOOD service but 
'KOMPT service as well; and 
you'll find us very low-priced 
about it. Ask for special 
"bachelor" rates. 


The difference between "Very 
Near Right" and "Exactly 
Right" in glasses is the difference 
between failure and success. You 
get "Exactly Right" glasses when 
you come to us — we guarantee it. 

Open evenings. 

\\'e grind all cur own glasses. 

Men Who Cannot 
Afford to Be 
Without Insurance 

ERTY, with a wife and chil- 
dren or other dependents. 

not enough to yield an income 
that would support their fami- 
lies by itself, and realize that 
their death will instantly stop 
its increase. 

MEN, who wish to make sure 
that iheir mothers or sisters, or 
the families they probably will 
have, will not be left in want ; 
or to have money to set up in 
business in ten or fifteen or 
twenty years, 

think they will never need it, 
but may be mistaken. 

wish to leave a sum to institu- 
tions or to friends without 
breaking into their estate. 

wish to save up money to be 
paid to them at an age when 
failing powers may prevent 
them from earning. 


Premiums are as low as is com- 
[i.itible with safety, and results 
.lie guaranteed. 


How quickly the while lining 
on the inside of a cast iron 
reservoir chips off. leaving the 
iron exposed to the water, which 
quickly rusts it. 

The Majestic 

is made of hea\*y slieet copper, 
nickel-plated on the outside and 
tinned on the inside. There is 
never any danger of its rusting. 

Easter Sunday 
Near at Hand 

The most important date in the 
t.iiloring world comes earlier this 
year than usual. 

APRIL 3d. 
Therefore you want to place your 
order quickly, as the new styles 
are settled and the exclusive pal- 
terns are all here. As you know, 
it does not pay to hurry the mak- 
ing of good garments. We offer 
you hand-made coats, built by 
expert tailors to stay in shape, at 
special reduced prices it you 
<.rder NOW. Call and see the 
special suit we are making at 
?25. Others will charge ^35 for 
the same \'alue. 



A Heat Pointer 

Do you realize what a differ- 
ence it would make in the warmth 
of your kitclien in the morning if 
you left ymir reservoir full of 
water and let it boil all night ? In 
the Majestic Steel Range, the 
reservoir being on the left-hand 
side, right next to the fire, will 
heat water much quicker than if 
it was on the right-hand side; in 
fact, it is the only stvle of reser- 
voir in which the water will ever 

Price $53.00 up. 

Wash-Day Grief 

What an exasperating thing it 
must be for a woman on wash- 
day after getting all ready for the 
week's washing to find the family 
tub has shuffled off its iron hoops ! 
But wood will shrink and hoops 
will fall. 

However, the old fashioned 
wooden tub, though dear to tlie 
heart of the wash woman, like 
the old oaken bucket, is a thing 
of tlie jiasC, 

Science and skill have come 
along with the new ealvanized 
iron wash tubs, whicn are far 
superior in every way to a wooden 
tub, as they never leak, rust or 
break, and there are no hoops to 
fall off. Besides this, they are 
much lighter and easier to handle 
than a heavy, clumsy wooden one. 

Of course we sell wooden tubs 
if you want them, best quality, 
too, but we sell ten galvanized 
iron tubs to one wooden one, be- 
cause they are better all 'round 
for hard use and long service. 

70 — 75 — So cents. 

The man who doesn't know 
exactly what he wants can put in 
a pleasant quarter of an hour at 
this store finding it. 

We're showing new spring 
business suitings by hundreds; 
all the good sorts of fabrics, pal- 
terns and color effects. 

Business suits, tailored to 
measure and warranted to fit, $20 
and up. 

Pressed and kept in repair for 
a year. 

If You Die 

Payments Cease 

Protection ybr Fainilies. 
In all purchases made from us, 
from this date on and until fur- 
ther notice, where the purchaser 
is a married man, living with his 
wife or children and supporting 
them, and payments have been 
promptly and regularly made up- 
on the purchase for a period of 
six montlis continuously from the 
date of the purchase, we will, up- 
on satisfactory proof of the death 
of such purchaser, and the fact 
that he was supporting a wife and 
family at the date of his death, 
if he is not in default of any pay- 
ments up to said time, cancel the 
balance of any indebtedness on 
such purchase from the date of 
such death. This policy is a de- 
cided innovation in retail mer- 
chandising. It will probably be 
copied, as is every good thing we 

We trust the people. 


tjiring delicacies, that tickle the 
palate and bring tlie perfect joy 
of a contented stomach. Fresh 
as the fust breath of a countiy 

Butter with the flavor of green 
pastures, 25 cents the pound. 

Eggs fresh from our own poul- 
try farm, 20 cents the dozen. 

Peas, beans, roasting ears — all 
kinds of seasonable vegetables, 
still wet with the morning dew — 
fresh every day. 

Strawberries — th e kind that 
melt in your mouth, red, ripe and 
delicious, 15 cents the quart. 

.•\t the store where everything 
is fresh and clean. 


Our Bedding 

We are very proud of our bed- 
ding, wliich is made in our own 
factory under the best sanitary 
conditions. There are no indif- 
ferent methods tolerated, and we 
see to it that everything that 
enters into tlie making of the bed- 
is sanitarily pure. We guarantee 
the quality and durability of mat- 
tresses, bolsters and pillows — and 
everything else in the bedding 

NO. 841 

Banking^ by Mail 

Has Penetrated 

to the 

Interior of Russia 

A Russian merchant saw an ad- 
vertisement of the Union Savings 
Bank — with a list of its directors 
— and at once sent $200 for de- 

He wanted his money in a bank 
where it would be absolutely safe 
and where it would earn 4 per 
cent, interest. 

No. 842 


Is an ideal all-the-year-round 
sport. Invigorates mind and 
body in tlie languid days of sum- 
mer. Come down and try the 
new alleys for an hour or two. 

Woman's Lace 
Lisle Hose — 


About 100 dozen women's solid 
black lace lisle hose, with im- 
proved garter top, and silk em- 
broidered lisles, fancy stripe and 
figured hose in great variety will 
be on sale to-day. The best values 
we have ever had ; our own im- 
portation. If you favor lace lisle 
hose, now is a splendid chance to 
supply yourself. More pretty pat- 
terns than we have shown before 
this season ; 65c. and 75c. grades. 
To-day, 48c. 

Germany Makes 
the Best Linen 
Mesh Underwear 
in the World 

— and tlie kind we have to sell is 
the original linen mesli of which 
all others are copies ; coming 
direct to us from the manufacturer 
in (."ologne, and made to our spe- 
cial specitications. 

We liave tried other makes from 
time to time, hut now drop tliem 
all for this original brand wbicli is 
tlie best. 

// V are speaking of men's itn- 
derwear only. 

I.inen mesh does not mean all 
linen, as it is necessaw to have 
some cotton in the cloth. This 
f>riginal maker uses 65 per cent 
linen in these garments, except 
the very light weight, which is 
only half linen, and the fish-net, 
which is vei-y open and nearly all 

The size of the mesh varies, also 
the weight of the cloth, and the 
prices run #2.25, ^2.50, %i and 
;f3-25 a garment. 

Tlie salesman will tell you 
which kind is best suited to your 


Concedes, the advantages of Life 

Many people intend to have a 
policy some day — 

But "some day" finds them 
dead or not assurable — 

Destitute widows and orphans 
pay the penalty — 

Or a good business is wrecked 
because of a lack of ready cash-^ 
^'ou knowtliis is true— you know 
it happens every day — 

Could it happen to you? — 

Are your family and business 
provided for? — 

Call iir write. "Do it to-day." 


Some women buy a steel range 
because it looks very attractive as 
it stands on the store floor. Lots 
of nickel plating to show it off 
and catch the eye. Did you 
ever stop to consider how much 
this plating costs, how hard it is 
to keep clean, and how little it 
improves the cooking qualities of 
a range? The " Majestic" man- 
ufacturers do not believe in this 
nickel trimming ; they spend their 
money on improving the inside of 
their range. We have sold this 
range for seventeen years and 
during that time the 4000 users 
have not paid out $10.00 for re- 

No. 84 T 

The clothes you buy here will 
he tailored right up to the date of 
your order ; because being made 
to measure our cutters give them 
the ziery latest style. 

Styles change. 

Example— The " dead " raglan 

How can "Ready-made" stores 
give you the latest style? — their 
clothes are made up in advance. 

Suits or overcoats MADE TO 
ORDER, from $15 up. 

H it's a Loftus' — it's "up-to- 

The Lining 

Fashion says diaphanous ma- 
terials for the Summer of 1905 
and for evening dress from now 
on. Man reads this dictum and 
says: "Humph, transparent stuffs 
again:" Woman reads and says: 
"Dear me, that means silk lin- 

The silk foundation, now may 
be purchased for a very small 
sum if one is only on the qui 
vive for a bargain. For instance: 

To-day we will sell Lining 
Silks, all colors, including black 
and white, a silk that is guaran- 
teed to wear, fur 42c a yard. We 
have about 3,000 yards, whicli 
will go at this price. Regular 
figure, 58c. 

At the Lining Counter. 

The Way to Buy 
a Dinner Set 

is to select one of our stock pat- 
terns which we sell as you want 
it, and buy what pieces you need 
for present use — then, as you 
want more things, get them in this 
pattern. The cost is no more 
this way than to buy a whole set 
at once. 

We have these stock 'patterns 
in all grades. 

No, 850 

A Word of the 
New Taffela 

Everybody knows by this time 
that Taffeta Silk Dresses and 
Suits are to be on Fashion's emi- 
nence, this Spring. 

We knew it long before. 

Tliat's the whole story — the 
reason that here is the fullest and 
richest collection of these brilliant, 
crepitating dresses. 

The reason for the wondrous 
low prices is another story. 

Taffeta Shirt-waist Dresses, at 
$10,75 to $35. 

Taffeta Tailor-made Dresses, 
at 120 to fbo. 

Fishes' Cheeks 

Did you ever try them ? No 
small bones to bother you. They 
are delicious fried. They are ex- 
cellent in a chowder. Together 
with cods' tongues they are the 
most delicately flavored part of 
the fish. They are rapidly becom- 
ing popular, because of their many 
good qualities. No trimmings to 
cut away, no waste of any kind. 
All clear fish. Try them for your 
next order. 

No. 853 

Lace Blouses 

A lace blouse is a decided factor 
in fasliions this spring. Every 
other woman will be wearing one 
at fashionable gatherings from 
now on. 

A little beauty is of imitation 
white Point Venise made over 
white China silk. J7.50. 



No. 861 

No. 8GG 

Why We Chose 
the Blue Trad- 
ing Stamps 

The Blue Trading; Stamp sys- 
tem, devised by the Benedici- 
McFarland Co., is the best in the 
world. It was not adopted by 
Tlie Big Store until it had been 
subjected to a crucial test of severe 
examination and carefully com- 
pared w ith all tlie others in use. 
With all trading stamps that are 
issued, except tne Blue Trading 
Stamp, it takes one thousand 
stamps to complete a book, and 
no premium is given for less than 
one book. With the Blue Trad- 
ing Stamp 990 stamps complete a 
book. Moreover, if you wish, 
you receive a 

Premium for 300 Stamps. 

Premium for 600 Stamps. 

This obviates tlie necessity of 
waiting until an entire book has 
been collected. Another point, 
and one that decided The Big Store 
in its choice of the Benedict- 
McFarland system, is that the 
Blue Trading Stamp obtains the 
most practical and by far the most 
valuable premiums. 

Women's New 
Spring Hats 

Ready-to-wear Hats— Newest 
copies of the newest Paris models. 
Ever so many of them. All dis- 
tinctive, jaunty Walking Hats in 
the best of colors. Of chiffon, 
maline, straw and silk braids. 

$2 to S7.50 each. 

Untrhfuued Hats — 

Exact duplicates of the shapes 
used in imported chapeaux. Chip 
and fancy straws, full of grace 
and style, $1.25 to $3 each. 

Some Good Bu- 
reaus and Chiffon- 
niers at Wholesale 

Manufacturers who want to get 
a lump sum of ready money quickly 
are often glad to sell small quan- 
tities of furniture at cost. Perhaps 
they see a way to make twenty 
times as much profit as they are 
temporarily giving up. 

One of those occasions has re- 
cently enabled us to buy, at or 
about the cost of manufacture, a 
lot of very handsome bureaus ami 
chiffoniers, in mahogany, bird's- 
eye maple and golden oak ; all 
substantially made and highly 
finished, with large, bevjled, 
plate-glass mirrors. 

There's a difference between 
finding your size and finding what 
you want in your size. 

It's generally llie case that " if " 
the ready-made double-breasted 
suit were single-breasted you'd 
take it, and "if" the cut-awa^ 
suit were a sack that would suit 
the " other fellow." 

Here you find what you want, 
have it made as you want it, and 
made to FIT. 

#12.50 — worth double. 

"Keep-Busy" Sale ends Sep- 
tember 1st. 

Make tracks this way. 

Painstaking care makes Loftus* 
suits wear. 

375^0. Instead of 
^i for These 

No wonder every one is talking 
about them. 

Tke cotton is the finest that 
can be 

The inercerizing is the viost 
skillful that can be done. 

The iveaving is 'wonderfully 
perfect and varied. 

Vet the price is only about a 
third of the regular. 

Yes, the same things are selling 
in other stores right novj for ;?i 
a yard. 

Meant for shirtwaists — but not 
for that alone — the plain colors in 
the lightweight will make exquis- 
ite summer gowns. 

Spring Suits 
for Boys 

Of the "different" kind. 

One of the leading manufact- 
urers of Boys' Clothing tells us 
that we're ' entirely too particu- 
lar." He says that he cann^it 
give us his regular stock; because 
it isn't up to our standard. 

That's just it. We're willing 
to be called anything, so that we 
get what we want. Quality, style, 
workmanship and everytliing else 
are of the best in our Clothing for 

We please the boy, and his 
mother and ourselves — hands all 

Some new arrivals for Spring: 

Russian Blouse Suits, with Eton 
and sailor collars; bloomer trou- 
sers; of serges and cheviots; in 
sizes for 3 to 7 years, J5 to JS.joa 

Two Kinds 
of Milk 


RICHNESS— Before being ac- 
cepted at our dairy all milk must 
reach the high standard set by 
us for richness in butter fat. If 
it falls below tliis standard it is 

PURITY— Milk as it arrives at 
our pl